Social media has become the modus operandi of the 21st century. Social media is being utilized more and more as a medium for advertising. A new, advanced, and unpredictable factor impacting consumer behavior is evolving: social media. Due to a widespread use of social media, it is the need of time to examine the social media marketing (SMM) empirically. Organizations nowadays, are more focused on using online marketing strategies to enhance their profits and performance. Due to the widespread of COIVD-19 all over the world, it has been understood by organizations that the importance of using online stores is critical for every business. Social networking has gained much importance in current era and social networking platforms has highest number of users than ever. So, the importance of social media for acquiring customers cannot be ignored. Though the brand image is made due to many factors like quality of products, after sales services, value of money etc. but it can be enhanced by using proper social media marketing. This study included brand image as mediator for this reason. Brand image can affect purchase intention and social media marketing can be used to enhance brand image. Due to these reasons, this study has attempted to empirically to investigate the impact of social media marketing (SMM) on brand perception (BI) and purchase intent (PI). A quantitative questionnaire-based study was conducted. From the results it has been concluded that SMM has positive impact on purchase intention. The mediating role of brand image is also found significant. Findings of this study can be used by the decision makers as the findings will help them to understand the importance of social media marketing related to the purchase intentions and enhancing brand image. The findings of the study will also help them in understanding that how the use of social media marketing will help them in getting new customers.
| Published in | International Journal of Business and Economics Research (Volume 12, Issue 3) |
| DOI | 10.11648/j.ijber.20231203.15 |
| Page(s) | 115-122 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2023. Published by Science Publishing Group |
Social Media Marketing, Brand Image, Purchase Intention, Individualism, Uncertainty Avoidance, Apparel Brands
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APA Style
Pu Liu, Hassan Ali Qureshi. (2023). The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan. International Journal of Business and Economics Research, 12(3), 115-122. https://doi.org/10.11648/j.ijber.20231203.15
ACS Style
Pu Liu; Hassan Ali Qureshi. The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan. Int. J. Bus. Econ. Res. 2023, 12(3), 115-122. doi: 10.11648/j.ijber.20231203.15
AMA Style
Pu Liu, Hassan Ali Qureshi. The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan. Int J Bus Econ Res. 2023;12(3):115-122. doi: 10.11648/j.ijber.20231203.15
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Download@article{10.11648/j.ijber.20231203.15,
author = {Pu Liu and Hassan Ali Qureshi},
title = {The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan},
journal = {International Journal of Business and Economics Research},
volume = {12},
number = {3},
pages = {115-122},
doi = {10.11648/j.ijber.20231203.15},
url = {https://doi.org/10.11648/j.ijber.20231203.15},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20231203.15},
abstract = {Social media has become the modus operandi of the 21st century. Social media is being utilized more and more as a medium for advertising. A new, advanced, and unpredictable factor impacting consumer behavior is evolving: social media. Due to a widespread use of social media, it is the need of time to examine the social media marketing (SMM) empirically. Organizations nowadays, are more focused on using online marketing strategies to enhance their profits and performance. Due to the widespread of COIVD-19 all over the world, it has been understood by organizations that the importance of using online stores is critical for every business. Social networking has gained much importance in current era and social networking platforms has highest number of users than ever. So, the importance of social media for acquiring customers cannot be ignored. Though the brand image is made due to many factors like quality of products, after sales services, value of money etc. but it can be enhanced by using proper social media marketing. This study included brand image as mediator for this reason. Brand image can affect purchase intention and social media marketing can be used to enhance brand image. Due to these reasons, this study has attempted to empirically to investigate the impact of social media marketing (SMM) on brand perception (BI) and purchase intent (PI). A quantitative questionnaire-based study was conducted. From the results it has been concluded that SMM has positive impact on purchase intention. The mediating role of brand image is also found significant. Findings of this study can be used by the decision makers as the findings will help them to understand the importance of social media marketing related to the purchase intentions and enhancing brand image. The findings of the study will also help them in understanding that how the use of social media marketing will help them in getting new customers.},
year = {2023}
}
TY - JOUR T1 - The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan AU - Pu Liu AU - Hassan Ali Qureshi Y1 - 2023/06/20 PY - 2023 N1 - https://doi.org/10.11648/j.ijber.20231203.15 DO - 10.11648/j.ijber.20231203.15 T2 - International Journal of Business and Economics Research JF - International Journal of Business and Economics Research JO - International Journal of Business and Economics Research SP - 115 EP - 122 PB - Science Publishing Group SN - 2328-756X UR - https://doi.org/10.11648/j.ijber.20231203.15 AB - Social media has become the modus operandi of the 21st century. Social media is being utilized more and more as a medium for advertising. A new, advanced, and unpredictable factor impacting consumer behavior is evolving: social media. Due to a widespread use of social media, it is the need of time to examine the social media marketing (SMM) empirically. Organizations nowadays, are more focused on using online marketing strategies to enhance their profits and performance. Due to the widespread of COIVD-19 all over the world, it has been understood by organizations that the importance of using online stores is critical for every business. Social networking has gained much importance in current era and social networking platforms has highest number of users than ever. So, the importance of social media for acquiring customers cannot be ignored. Though the brand image is made due to many factors like quality of products, after sales services, value of money etc. but it can be enhanced by using proper social media marketing. This study included brand image as mediator for this reason. Brand image can affect purchase intention and social media marketing can be used to enhance brand image. Due to these reasons, this study has attempted to empirically to investigate the impact of social media marketing (SMM) on brand perception (BI) and purchase intent (PI). A quantitative questionnaire-based study was conducted. From the results it has been concluded that SMM has positive impact on purchase intention. The mediating role of brand image is also found significant. Findings of this study can be used by the decision makers as the findings will help them to understand the importance of social media marketing related to the purchase intentions and enhancing brand image. The findings of the study will also help them in understanding that how the use of social media marketing will help them in getting new customers. VL - 12 IS - 3 ER -
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