International journal of scientific and research publications | 2019
Influence of Social Media Marketing On Consumer Behavior in Karachi
Abstract
As the usage practices of Social Media have been witnessed as growing continuously from the past years, it always looks as if there is a conclusive necessity to execute the ways that how social media marketers can gain from loads of opportunities they are having from this climbing popularity. To identify the behavior of social media marketing, particularly Facebook and Twitter, the study tries to identify the influence of different predictors that can control consumer behaviour. These predictors or variables include Information Satisfaction, Vividness and Entertaining Content. A quantitative research methodology was employed. The primary source of data collection was questionnaire with 250 respondents using convenient sampling method, which shows that all these variables put a very positive and conclusive impact on consumer behaviour. The impact of Information satisfaction and Entertaining Content is found to be quite strong while vividness of social media marketing content is also having a significant impact but at a lesser level than others i.e. Information Satisfaction and Entertaining Content. The study proposes a prodigious scope for social media marketers and suggests to keep their social media posts as much as interesting, colourful, entertaining and providing required information properly rather than only casual and plain content.