How Social Media Drives A Third World Country'S Consumer Purchase Action: A Case Study Of Pakistan

Abstract

The research examined the effect of social media marketing factors (SMMF) on the purchase intention (PI) of fashion brands in Pakistan with trust (TR), brand awareness (BA), perceived value (PV) and entertainment (ENT) as mediators. Based on the SOR theory, it used quantitative, explicative study in order to investigate the complex interactions among these constructs. This questionnaire was structured by the Likert scale questionnaire for Pakistani fashion brands, and 214 responses were analyzed through PLS-SEM to evaluate structural and measurement models. The result indicated that BA, ENT, PV have a positive and significant effect on PI. Additionally, SMMF has a positive and significant effect on BA, ENT, PV and TR. In addition, TR has a positive and significant effect on PI. TR mediates SMMF and PI positively but insignificantly, while PV, ENT, and BA mediate positively and significantly. Thus, fashion brand managers in Pakistan should boost social media engagement to enhance awareness, trust, and loyalty.

Keywords:

Social Media Marketing, Purchase Intention, Brand Equity, PLS-SEM, Pakistan.