IMPACT OF POSTING ABOUT PURCHASES AT SOCIAL MEDIA ON SELF AND INTERPERSONAL RELATIONSHIPS THAT INCREASES HAPPINESS

Abstract

Purpose Purpose of the present research is to investigate how consumers’ purchase posting behavior social media influences their own happiness as well as its impact on one’s self and interpersonal relationship and how marketers can take advantage of such behavior of purpose also included to fill up the research gap about social media posting purchases that have a link with increase in Methodology Target population are the people who are users of social media in Karachi total sample size of which calculating through Probability (simple random sampling) techniques and close ended questionnaire based on linear scaling used to collect primary data and analysed through SPSS and regression as well as correlation and effect size technique used to evaluate results. Findings The level of agreed population towards happiness of users by posting purchases on social media and its impact on self and interpersonal relationship is very signifies that is 0.000 which indicates dependency of social media at users happiness further The results shows that total effects of PPSM(x) on HS(y) through mediating variables is significance 0.0000 and effect size coefficient is between LLCI and ULCI that is adequate. Thus results confidence interval is positive and within accepting range. Limitations With the limitation of time researcher on consumers. The user s happiness that ultimately help marketers to target that behavior. 384, posting purchases on social media significantly increases consumers’ happiness that is variable limitation, and data is collected from 2010 to cover 2018 research paper. Researcher selected only method of sampling by questionnaire. Targeted population is Karachi, However all the limitation has their importance but they had an insignificant effect on the findings, the results were not that affected by such limitation. one Recommendation Although it is recommended that author and researchers need to find a complete framework behaviour at social media and its effects on marketing strategies that is still incomplete furthermore continuous adaption in social media advertisements lead unpredictable future so marketers have to fill this gap and analysis the future.