The Impact Of Social Media Marketing On Customer Purchase Intention

The Impact of Social Media Marketing on Customer Purchase Intention

By: Ahmed Nawaz Abbas (172751) Muhammad Iqbal (172752)

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Introduction Literature Review Methodology Results discussion Conclusion

Presentation Plan

• Social media provides a new innovative mechanism to deliver the message of the company to consumers. Thus, marketing through social media is considered a viable way to deliver marketing message to the consumers and its significance is growing day by day. • Social media marketing activities has significant and positive impact on the brand equity, which in turns effects purchase intentions of the consumers.

Introduction

• Online shopping has seen a tremendous growth in Pakistan and competition between online vendors is increasing with time. • Do social media marketing influences consumer behaviour in online shopping scenario of Pakistan?

Research Question

• Investigating the role of social media marketing in building brand equity of online shopping brands. • Investigating the impact of social media on purchase intention of the consumers in online shopping context. • Investigating the impact of electronic word of mouth in online shopping context. • To find out what motivates consumers to buy a product online

Research Objectives

• Online shopping referees to the tendency of the consumer to shop on internet using a website through an online store (Monsuwe et al. 2004). Although internet penetration rates have improved in the country, but still online shopping trends depict a slow but steady growth (Cheema et al., 2013). • But recently online shopping has started gaining popularity in countries like Pakistan as Sheikh, Abbas and Mehmood (2015) indicated that online shopping is mushrooming in the Pakistan and there are various online stores providing online shopping facility from electronic products to cloths, but still the traditional shopping means are more popular in the country, where people prefer to visit a physical store for shopping.

Literature Review

• Social media provides online platforms, applications and media, the purpose is to facilitate communication and sharing of the content. applications and media, the purpose is to facilitate communication and sharing of the content. Social media marketing have a lot of variety including wikis, podcasts, pictures, web blogs, social blogs, micro blogging, pictures, videos, rating and social book marking.

Social Media Marketing

• Traditionally, word of mouth has been defined in the physical settings as oral form of interpersonal, noncommercial communication between acquaintances but electronic word of mouth can take place in variety of settings and it does not require conventions of physical space. Using internet consumers are able to post their reviews, comments and opinions online on variety of platform ranging from social networking sites, newsgroups, bulletin board systems, retail websites, review websites, discussion forums, weblog etc.

Electronic Word of Mouth

• Customer purchase intention is important to understand because the buying behaviour of the customers is predictable by their intentions in the measurement of customer loyalty measurement purchase intention has been indispensable in the loyalty construct. Purchase intention is a blend of customer enthusiasm for plausibility of purchasing an item. Because of many investigations, it firmly identifies with state of mind and inclination toward a brand or an item.

Purchase Intentions

• Research Design • Population • Procedure

Methodology

• The results will be shown in table format where all the SPSS results are computed according to the relevant tests.

Results

Reliability Statistics Cronbach's Alpha

N of Items

.864

3

Reliability Statistics Social Media Marketing Cronbach's Alpha

N of Items .899

Reliability Test Results

3

Reliability Statistics Electronic Word of Mouth Cronbach's Alpha

N of Items .876

3

Reliability Statistics

Purchase Intentions Cronbach's Alpha

N of Items

.844

Cont.

3

Correlations

• The purpose of this study was to propose The Impact of Social Media Marketing on Customer Purchase Intention and to evaluate relationship of dependent variable (Social Media Marketing) with independent variable (Electronic Word of Mouth & Purchase Intention). • To check the significance and different research models were used & benchmark were set to find the results. Apart from that in regression analysis and Anova table R square, Adjusted R square value and P value were used to test the significance of the research and it was concluded that results were significant.

Conclusion