EFFECT OF SOCIAL MEDIA COMMUNICATION ON CONSUMER PERCEPTIONS OF BRANDS

Abstract

Purpose- The main purpose of this study is to fill the research gaps that existed in the previous researches. Other than that, to check the impact of social media communication on end user perceptions of brands as their mediating variables and the connection between two natures of social media communication such as Firm-created Communication and user-generated communication and how it impacts positively or negatively on brand attitude, brand equity and customer’s buying intention. Methodology & Design This research illustrates the effect, effectiveness of social media communication of brand on user purchase intention and it acceptance of consumer demands a research population was based in Karachi college going students, university students, faculty members, lawyer and different firm employees. Our sample size is 405. The questionnaire was design on Google form, it has 24 questions and primary was collected through online. Various methods are used in analyzing the data such as correlation matrix, Cronbach’s alpha and linear regression. Findings In this research, the gap of previous studies has been highlighted and studied the new domains and determination of the variables and its effects. And how this study is applicable in Pakistan because no work has been done previously in Pakistan. In this research we have identified and applied these variables the on Daraz. In past few years the trends on online marketing has be increased and people behavior for online buying a brand has be also changed. Limitations The sample size was less due to lack of resources so couldn’t able to reach the population of Pakistan who shop online. The shortage of the time due to which survey couldn’t be filled up as per the expectations. Though the developed questionnaire was distributed among the relevant platforms but most of the people didn’t take this type of survey seriously so, they didn’t fill it up properly or rather leave it. Recommendations The target market for this research was limited or restricted to some audience based in Karachi but it would be studied all over the Pakistan so it would open some new ways to analysis how this social media communication is affective and how it can be further improved, what features can be added and how companies can upgrade their services to target more customer in future.