Abstract:
Literature has shown that consumer buying behavior is very important and sensitive area for the marketers and organizations that needs to be looked by every organization in order to retain customer and be competitive and profitable in the market. Specially shopping mall industry has to address this area because shopping mall has lots of brands operating under one roof and its success depend on the footfall of the shopping mall because brands will remain in the shopping mall if they are profitable. In today’s world social media is very important tool for the marketers to attract the customers towards brand by interacting with them directly and advertising their offerings on social media. In order to attract the customers towards shopping mall, mall management has to focus on the social media marketing to positively impact consumer buying behavior and attract them towards mall. This study aims to address the social media marketing impact on consumer buying behavior in shopping mall industry. There are three important social media tools that have been addressed in this research i.e. facebook marketing, Instagram marketing and twitter marketing. Findings indicate that all these social media tools have positive impact on consumer buying behavior and consumer goes for shopping to the mall from different brands operating under one roof. Furthermore, findings suggest that mall management should focus on social media as a main marketing tool to provide information to customers regarding mall brands, sales and services of the mall in order to increase the footfall of mall. This research also has Implications for the future research as only three social media tools have been addressed in this research in shopping mall in one city. Future researcher may extend their research to other cities with more social media tools.
