Impact of Social Media Marketing On Consumer Purchase Intention: A SEM Based Study of Attitude towards Information

Abstract

Social media is becoming an essential aspect of people’s lives in the digital age, giving a wealth of opportunities for businesses to connect with their target audience. With the massive increase in the internet and the use of smartphones across Pakistan, social media has emerged as a powerful marketing tool. This study aims to investigate the effect of social media advertisement on customer buying intentions throughout the Pakistani market—a gap in research to determine the impact of social media marketing on Pakistani consumers. This study will address an absence of information about how social media promotion influences customer purchasing intentions in Pakistan, especially the moderating influence of satisfaction, product type, and direct impact. Focusing on the quantitative approach, an online survey method is used to gather participants’ data through a questionnaire from 87 participants. Partial least square (PLS) with structural equation modeling (SEM) combines factor analysis and regression analysis to examine the complex relationships between observed and latent variables to investigate the data. In conclusion, the impact of social media marketing on consumer buying intentions in Pakistan by leveraging social media platforms effectively, businesses can enhance brand awareness, build credibility, and influence consumer buying decisions through influencer marketing, social media advertising, and user-generated content. The research is significant as the study explores the relationship between social media marketing strategies and consumer purchase intention, providing valuable information about the factors driving consumers to purchase. It provides empirical evidence and insights that other researchers can reference.