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A study on the effects of social media advertisement on consumer’s attitude and customer response

Author

Listed:
  • Hussain, Hadia
  • Murtaza, Murtaza
  • Ajmal, Areeb
  • Ahmed, Afreen
  • Khan, Muhammad Ovais Khalid

Abstract

Given that Social Media Advertising put significant impact on Consumer’s attitude and shapes Customer’s buying behavior, so the managers of manufacturing industries of Pakistan should use the social media platform for their marketing activities. Concisely, we’ve got validated that Social media is becoming highly significant also as convenient for the businesses and helping them in using it as a tool for marketing, external promotions, customer management, and as an inside channel for employee communications. The study was involved with survey and analysis was conducted based on a total of 500 responses whereas most of the respondents were students who had experience in business sector and linked industry. The analysis used structural equation modeling to test the research model and hypothesis. The findings imply that Social Media Advertisement had significant impact on Consumer Attitude and Customer Response in business success, so the managers of manufacturing/business industries of Pakistan should use the social media platform for their marketing activities. As far as delimitations are concerned, this research focused on Social Media Advertising effects on consumer’s attitude and shapes customer buying behavior irrespective of other marketing tools. However, the data was collected from limited number of respondents, the study may contain biasness/unfairness because the results are self-reported and respondents may have answered inaccurately which may make the results less convincing.

Suggested Citation

  • Hussain, Hadia & Murtaza, Murtaza & Ajmal, Areeb & Ahmed, Afreen & Khan, Muhammad Ovais Khalid, 2020. "A study on the effects of social media advertisement on consumer’s attitude and customer response," MPRA Paper 104675, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:104675
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    References listed on IDEAS

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    1. Wasim Qazi & Syed Ali Raza & Komal Akram Khan, 2020. "The contradiction between self-protection and self-presentation on knowledge sharing behaviour: evidence from higher education students in Pakistan," International Journal of Knowledge and Learning, Inderscience Enterprises Ltd, vol. 13(3), pages 246-271.
    2. Syed Ali Raza & Nida Hanif, 2013. "Factors affecting internet banking adoption among internal and external customers: a case of Pakistan," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 7(1), pages 82-96.
    3. Hatice Kizgin & Ahmad Jamal & Bidit Lal Dey & Nripendra P. Rana, 2018. "The Impact of Social Media on Consumers’ Acculturation and Purchase Intentions," Information Systems Frontiers, Springer, vol. 20(3), pages 503-514, June.
    4. Nicky J. Welton & Howard H. Z. Thom, 2015. "Value of Information," Medical Decision Making, , vol. 35(5), pages 564-566, July.
    5. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Edirisinghe Arachchige Chaminda Prasanna KARUNARATHNE & Weerasinge Asha THILINI, 2022. "Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 10(3), pages 287-303, September.

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    More about this item

    Keywords

    Social Media Advertising; Consumer Attitude; Customer buying behavior; marketing tools.;
    All these keywords.

    JEL classification:

    • A10 - General Economics and Teaching - - General Economics - - - General
    • I2 - Health, Education, and Welfare - - Education

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