Last Updated on October 5, 2023 by Fiza Khurram
The panorama of consumer behaviour is altering in a tech-driven era, with social media taking front stage. In a recent quantitative study, Mehwish Javed, Muhammad Ali, and Sehrish Amin Khan from the University of the Punjab’s Institutes of Business Administration and Administrative Sciences investigated the dynamic relationship between social media marketing, product involvement, and purchase intention.
In today’s technology-driven world, consumers seek information from social networking sites (SNS) such as Facebook, Snapchat, Instagram, YouTube, LinkedIn, and Twitter before making purchasing decisions. Based on planned behavior theory, this study analyses how social media marketing effects purchase intention, with an emphasis on the mediating function of product involvement.
The researchers gathered empirical data by administering survey questionnaires to students from several universities in Lahore who use social networking platforms for online reviews and recommendations. Using structural equation modelling research, the study discovered positive and substantial links between social media marketing and product involvement and purchase intent. Furthermore, a favorable and significant correlation was discovered between product involvement and purchase intention.
This study not only adds a new layer of insight to the relationship between social media marketing, product involvement, and buy intent, but it also emphasizes the critical role that these aspects play in molding customer decisions. The study’s consequences go beyond academia, providing actionable insights for marketing managers to develop effective tactics. Understanding the interaction between social media marketing and consumer psychology can be game-changing, resulting in increased buy intentions and, eventually, higher profitability.
Finally, this study highlights the transformative power of social media marketing and its potential to increase customer purchase intentions, giving both theoretical and practical implications for marketers in the ever-changing digital ecosystem.
