Exploring The Drivers of Social Media Marketing in Pakistan’s Perspective
DOI:
https://doi.org/10.68024/cf0jq596Keywords:
Hedonic motivation, interactivity, perceived expectancy, perceived usefulness, purchase intention, social media marketingAbstract
Social media marketing is essential for business influencing consumer attitudes and purchase intentions. (18 words) The study aims to examine the antecedents social media marketing activities in retail sector of Pakistan . Perceived usefulness, hedonic motivation, interactivity and perceived expectancy. Based on the Theory of Planned Behavior, it is proposed that social media usage attitude are shaped by these four factors; and attitude are associated with purchase intention. Using a structured questionnaire and five-point Likert scale will collect responses from social media users in Pakistan a cross-sectional survey design will be used. The recommended analysis will include descriptive statistics, reliability and validity checks, structural model testing, and bootstrapping to examine the mediating role of attitude. Social media platform-specific evaluations of marketing susceptibility are hypothesized to be positively influenced by consumers’ information value, enjoyment, interactive communication, and expected benefits. It seems that consumer attitudes may also link social media marketing experiences with purchase intention. As the numbers in the next analysis are simulated, they do not constitute empirical results, and the proposed relationship must be tested with real survey data. According to the study, a framework is provided for future investigations. Likewise, it can help retailers recognize features to investigate when developing consumer-oriented social media marketing strategies in Pakistan.
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