Abstract:
Purpose: The aim of this research thesis study is to understand the impact of the social
media branding ofthe consumer and personal goods industry on the purchase intention ofthe
consumer in Pakistan and highlighted the success factor and areas of improvement in the area
ofstudy.
Research Methodology: During the study a sample size of 100 respondents are selected and
based on the sample size questionnaire is used to collect the responses and correlation
analysis and regression analysis is applied to understand the overall process.
Findings of the Research:It is found that in Pakistan there is no significant impact of
consumer and personal good supplying firms’ brand attitude on the purchase intention ofthe
consumer. It is clearly that communication flow is the major determinant of the of the
purchase intention of the consumer either firm or user generated while the impact of brand
equity is secondary component of purchase intention on the social media.
Practical Implicationsrin this study it is clear that the influence of the user and firm
generated content on the social media is more significant on the purchase intention of the
consumer in social media platform while brand equity and brand attitude are the secondary
determinants of the purchase intention of the consumer in Pakistan. Therefore based on the
findings of this research study following recommendations are placed to bring improvement
in the overall process.
