Title: The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator
Abstract: Manuscript type: Research PaperResearch aims: This paper investigates the impact of social networkmarketing on consumer purchase intention and how it is affectedby the mediating role of consumer engagement.Design/ Methodology/ Approach: This study analyses data takenfrom 300 existing users of social network marketing websites inPakistan. Structural equation modelling was employed to test themodel developed.Research findings: Results indicate that social network marketingis significantly related to consumer purchase intention. They furtherdemonstrate that consumer engagement acts as a partial mediatorin how social network marketing impact on consumer purchaseintention.Theoretical contributions/ Originality: This study expands on theexisting research of social network marketing by investigating theindirect effect of consumer engagement on the relationship betweensocial network marketing and consumer purchase intention in thecontext of Pakistan.Practitioner/ Policy implications: The findings drawn from thisstudy imply that marketers should respond to the rising importance of social networking sites because of their powerful influence onconsumer purchase intention. This suggestion can be implementedby companies through the continuous monitoring of consumerconcerns by adjusting their online marketing strategies.Research limitation/ Implications: Future studies should considerusing a qualitative approach, namely interviews to gain a betterunderstanding of consumers’ insights and experiences influencingtheir commitment and purchase intentions. Additionally, moreweight can be added to the literature by comparing the influenceof electronic word-of-mouth e-WOM to the marketing campaignscarried out by various companies in various social websites.
Publication Year: 2017
Publication Date: 2017-06-21
Language: en
Type: article
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Cited By Count: 121
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