How social media marketing effect the young consumer attitude

Abstract

The objective of the study was how Social media marketing effect the young consumer attitude in Pakistan. With the presence of internet, around the world consumers and businesses have connected more than before. 100,000 tweets are sent, 684,478 bits of substance are shared on Facebook, 2 million hunt questions are made on Google, 48 hours of video are transferred to YouTube, 3,600 photographs are shared on Instagram, and 571 sites are made on daily basis (James 2016). New landscape has been created with the growing of social media by which new ways of personal connections are being developed. This will provide many opportunities to different businesses and due to social media customers are returned to the middle in the business world. Different studies have been carried out on this topic and are helping the firms to gain better status in the market. Different studies from customer’s perspective have also been conducted as customers feel different from the marketers. The study was quantitative in nature. During the study, the social media marketing and mass media marketing was the independent variable while the consumer attitude was the dependent variable. The population of the study was young consumer in Pakistan. From the population, the sample size was 150 young students from different universities in Islamabad/Rawalpindi. The data was collected through questionnaire and the questionnaire was based on 5 Likert scale. The data was analyzed though regression and correlation by using the SPSS software. The study concludes social media marketing have significant impact on consumer attitude while the mass media marketing had insignificant result which means that the mass media people seek after a dynamic part in data look on social media, but still the information is selective. Moreover, bits of knowledge to any organizations that are attempting to move to or are presently taking an interest in the new advertising pattern are discussed in empirical part of this study.