The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel

• Main Authors: Rozina Imtiaz, Syeda Qurat ul Ain Kazmi, Maheen Amjad, Atif Aziz
• Format: Article
• Language: English
• Published: Growing Science 2019-04-01
• Series: Management Science Letters
• Subjects: Consumer Engagement; Pakistan; Purchase Intention; Social Network Marketing
• Online Access: http://www.growingscience.com/msl/Vol9/msl_2019_85.pdf

The main objective of this study is to explore and investigate the impact of social network marketing on purchase intention of female’s consumers in fashion apparel and how it is affected by mediating role of brand engagement and consumer motivation. Deductive approach is used to determine the variables influencing purchase intention of female fashion apparel’s consumer. The study is con-ducted in Karachi, the hub of Pakistan’s economy. A total 150 questionnaires were distributed using random sampling technique among females of Karachi, out of which 127 responded. Data is analyzed using mean, frequencies and standard deviation with the help of SPSS. The study reports that social network marketing was significantly associated with consumer purchase intention. The study further reveals that brand engagement and customer motivation act as a partial mediator on how social network marketing impact on purchase intention of females’ fashion apparels.