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- Title
The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator.
- Authors
Toor, Areeba; Husnain, Mudassir; Hussain, Talha
- Abstract
Manuscript type: Research Paper Research aims: This paper investigates the impact of social network marketing on consumer purchase intention and how it is affected by the mediating role of consumer engagement. Design/ Methodology/ Approach: This study analyses data taken from 300 existing users of social network marketing websites in Pakistan. Structural equation modelling was employed to test the model developed. Research findings: Results indicate that social network marketing is significantly related to consumer purchase intention. They further demonstrate that consumer engagement acts as a partial mediator in how social network marketing impact on consumer purchase intention. Theoretical contributions/ Originality: This study expands on the existing research of social network marketing by investigating the indirect effect of consumer engagement on the relationship between social network marketing and consumer purchase intention in the context of Pakistan. Practitioner/ Policy implications: The findings drawn from this study imply that marketers should respond to the rising importance of social networking sites because of their powerful influence on consumer purchase intention. This suggestion can be implemented by companies through the continuous monitoring of consumer concerns by adjusting their online marketing strategies. Research limitation/ Implications: Future studies should consider using a qualitative approach, namely interviews to gain a better understanding of consumers' insights and experiences influencing their commitment and purchase intentions. Additionally, more weight can be added to the literature by comparing the influence of electronic word-of-mouth e-WOM to the marketing campaigns carried out by various companies in various social websites.
- Subjects
SOCIAL networks; CONSUMER attitudes; PURCHASING -- Social aspects; ECONOMICS
- Publication
Asian Journal of Business & Accounting, 2017, Vol 10, Issue 1, p167
- ISSN
1985-4064
- Publication type
Article