Abstract:
This research work primarily emphasize on analyzing the impact of customer review on purchase decision through social media sites such as Facebook in the food industry of Pakistan. Three primary aspects related to customer review are identified in the current study, namely: source credibility, quality of information, and women. Social media network sites such as Facebook and other applications have emerged as source referrals containing a lot of information regarding products and services other than sharing pictures, videos and communication. A sample of 10 research participants were selected by applying convenient sampling technique and the criteria for selecting them was collecting data from individuals who are conveniently available to give their information and suggestions about their purchasing decisions. The study carried out qualitative research method and conducted semi structured interviews and themes were extracted through conductor interviews to perform data analysis. Findings of the research study concluded that quality of information, source credibility, and women influences purchase decision of customers in the food industry of Pakistan.
