COMSATS UNIVERSITY ISLAMABAD

LAHORE CAMPUS

MARKETING RESEARCH

Submitted By:

Naeem Iqbal (Fa20-bba-261)

Submitted To:

Khawaja Fawad Latif

Quiz : 1

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 IMPACT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTIONS

I took two recent researches on the topic of impact of social media marketing on the purchase
intentions of the customers and I suppose the following research framework on this topic in the
presence of two mediators the brand image and brand trust and one moderator that is customer’s
involvement.

1) Research Framework

Customer’s involvement

Brand image

check kar Kaisa

Social media marketing Purchase intentions

Brand trust

Fig: Framework

2) Problem Statement

“To ascertain to extent to which brand image and brand trust mediate and the customer
involvement moderate the relationship between social media marketing and purchase intention”

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3) Objectives

 To find the impact of social media marketing on purchase intention.

 To assess the impact social media marketing on brand image.

 To identify the impact of brand image on purchase intention.

 To assess the impact social media marketing on brand trust.

 To identify the impact of brand trust on purchase intention.

 To identify the mediation role of brand image in the relationship between social media
marketing and purchase intention.

 To identify the mediation role of brand trust in the relationship between social media
marketing and purchase intention.

 To evaluate the moderating role of customer involvement in the relationship between social
media marketing and purchase intention.

4) Research Question

 Does social media marketing impact purchase intention?

 Is there an impact of social media marketing on brand image?
 Whether brand image has an impact on purchase intention?
 Is there an impact of social media marketing on brand trust?
 Whether brand trust has an impact on purchase intention?
 Does brand image mediate the relationship between social media marketing and purchase
intention?
 Does brand trust mediate the relationship between social media marketing and purchase
intention?
 Does customer involvement moderate the relationship between social media marketing and
purchase intention?

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5) Hypothesis

Hypothesis Generation

By above given framework the following hypothesis are made:

H1: The social media marketing has significant and positive impact on purchase intentions.

H2: The social media marketing has significant and positive impact on brand image.

H3: The brand image has significant and positive impact on purchase intentions.

H4: The social media marketing has significant and positive impact on brand trust.

H5: The brand trust has significant and positive impact on purchase intentions.

H6: Brand image mediates the relationship between the social media marketing and the
customers purchase intentions.

H7: Brand trust mediates the relationship between the social media marketing and purchase
intentions.

H8: Social media marketing efforts positively influence purchase intentions among consumers,
and this relationship is moderated by their level of customer involvement. Specifically, higher
levels of customer involvement strengthen the positive impact of social media marketing on
purchase intentions.”

6) Literature review

 Social media marketing

 Purchase intention
 Brand image
 Brand trust
 Customer involvement

Headings

 Social Media Marketing And Purchase Intention

 Social Media Marketing And Brand Image
 Brand Image And Purchase Intention
 Social Media Marketing And Brand Trust
 Brand Trust And Purchase Intention
 Mediating Role Of Brand Trust

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 Mediating Role Of Brand Image
 Moderating Role Of Customer Involvement

REFERENCES

 D., Muhammad, et al. (2023). “The impact of social media marketing on purchase intention:
The mediating role of brand trust and image”, International Journal of Data and Network
Science 7 (2023) 591–600
 Abdullah, Ammar, et al. (2023). “The effect of social media marketing on customer buying
intention on the context of entrepreneurial firms: Moderating role of customer involvement”,
International Journal of Data and Network Science 6 (2022). 1593–1608

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