Social Media Marketing and its Impact on Consumer Purchase Decision in Context of Rawalpindi/Islamabad

Abstract

The Social media is an emerging concept that has seen growth around the world and has provided a source of knowledge, interaction and communication among people. Individuals can share their knowledge, opinions and experiences with each other through the help of social media and may have impact on people’s behavior in terms of communication and purchasing. The purpose of the study is to find the role of social media in consumer purchase decisions in context of Pakistan among young customers as the ratio of social media users in Pakistan is the youth. The main theme is to find the influence of social media on different steps of consumer purchase decision process. A theoretical framework based on the study showed there is a gap regarding social media in consumers’ purchase decision in perspective of Pakistan. In order to develop understanding on consumer buying behavior regarding Pakistan, face to face in-depth interviews with 10 respondents were conducted during the study .The empirical data was presented under the research questions, and sorted by the type of information. The empirical findings were analyzed by linking the finding with theories from theoretical framework. The main findings of the study indicated that the social media influence every step of the consumer decision making process. Rest of the findings, conclusions recommendations and reflections are provided in the end to sum up the complete research.