Impact of social media marketing on consumer buying intent

Abstract

The impact of social media marketing (SMM) on customers’ purchase intentions has been studied by different researchers at different level. Though, Electronic word of mouth (eWOM) has created a new aspect of study with the advent of social media. Before this new aspect of eWOM on social media, individuals used to share their views anonymously on different forum of internet. Social media platforms provide a facility to its user to interact with their friends and relatives by using internet. By the emerging trends of eWOM on social media, it might be more persuasive in term of creating customer purchase intention. Mainly this study focus on examining the impact of social media marketing on purchase intention with the intervening role of electronic word of mouth. The research is based on survey through questionnaire that will be conducted to determine the effect of social media marketing on purchase intent. This study will benefit to future researchers.