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MKT619 Final Project Report Impact of Social Media Marketing on Customer Purchase
Intentions A Study of INFINIX Mobiles Pakistan A REPORT SUBMITTED TO THE
DEPARTMENT OF MANAGEMENT SCIENCES VIRTUAL UNIVERSITY OF
PAKISTAN IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
DEGREE OF THE MASTERS IN BUSINESS ADMINISTRATION Submitted By Student
Name Saima Ibrar Student Id Mc184957739 Department of Management Sciences Virtual
University of Pakistan Submission Date 1 Contents 1 Chapter No 1 Introduction 4 1 1
Introduction of the Project 4 1 2 Background 8 1 3 Objectives 9 1 4 Significance 10 1 5
Research Questions 12 1 6 Conceptual Framework 12 1 7 Hypothesis 12 2 Chapter No 2
methodology 12 2 1 Type of Research 12 2 2 Data Collection Sources 13 2 3 Data Collection
Tools/Instruments 13 2 4 Subjects/Participants 13 2 5 Fieldwork/Data Collection 13 2 6
Data Processing Analysis 13 1 Chapter No 1 Introduction 1 1 1 Introduction of the Project
It should include Rationale Why this research is needed Introduction Social media
marketing serves as a cost effective means to convey marketing messages about
products/services to customers It has become a ubiquitous and global channel through
which companies can establish direct swift and continuous communication with their
customer base The tools employed in social media marketing play a crucial role in
facilitating interactive engagement between customers and producers throughout the
marketing process Marisavo 2016 This approach has empowered businesses and
individuals to connect with diverse customer segments across the world facilitating rapid
product awareness Bilal Shehzad 2014 Leveraging various internet platforms such as social
media and websites social media marketing provides an avenue for companies to efficiently
promote their products and services Gupta 2013 It has emerged as a pivotal tool for
companies aiming to reach and inform their potential customers enabling targeted
outreach to a wide customer base The primary objective for companies employing social
media marketing is often to enhance product sales through consistent branding ensuring a
continual presence and recognition of the advertised product Exploring brand products
and engaging with customers are key functions facilitated by important social media
platforms like Facebook Twitter Instagram and YouTube Yusufzai 2016 Beyond passive
content consumption users on these platforms actively contribute to data generation and
the dissemination of created material Social media marketing characterized by an open
environment transcends social identities and demographics providing an inclusive space
for diverse participation Rasool Madni 2015 The adage "Customer is a King" underscores
the significance companies place on understanding and meeting customer needs in their
advertising strategies Essential to a customer's decision to purchase is the availability of
information about a product including its importance price and quality Social media
marketing technology serves as a valuable tool in providing customers with business
information offering a comprehensive view of products that instills trust and guides
purchasing decisions Customer purchase intention a process shaped by brand recognition
and product understanding hinges on the customer's impression of the brand Recognizing
the weight of customer buying behavior companies prioritize customer satisfaction
throughout the product manufacturing process From product selection and viewing details
to purchase consumption and disposal each step encapsulates the customer's buying
behavior Mihart 2012 Influenced by various factors customer purchase intentions occur
when a customer decides to buy a product Companies cognizant of this furnish crucial
information in advertisements covering aspects like product quality price and comparisons
with competitors' products Mirabi Tahmasebifard 2015 Diverse mobile phone brands such
as Samsung Huawei Qmobile Nokia Infinix HTC Realme and others leverage various social
media platforms for marketing and advertising their products This research initiative aims
to assess the influence of social media marketing by INFINIX Mobiles Pakistan Limited on
customer purchase intentions INFINIX Mobiles Pakistan Limited boasts an extensive array
of products and to promote these offerings the company strategically utilizes platforms like
Facebook Instagram Twitter and YouTube for marketing its products and services This
research project titled "Impact of Social Media Marketing on Customer Purchase
Intentions A Study of OPPO Mobiles Pakistan " will aim to investigate the influence of
social media marketing on the purchasing decisions of customers focusing specifically on
OPPO Mobiles in the context of Pakistan The study will explore the significance of social
media in contemporary marketing practices and its role in shaping customer behavior
Rationale Why this research will be needed The rationale for this research will be
grounded in the transformative impact of social media marketing on customer behavior
and purchasing patterns Social media will have become a pivotal channel for marketing
and advertising products and services due to its cost effectiveness and broad reach The
study will seek to understand how OPPO Mobiles will utilize social media platforms such
as Facebook Twitter Instagram and YouTube to engage with customers market its
products and influence customer purchase intentions Practically the research will aim to
provide valuable insights to OPPO Mobiles and similar businesses guiding them in
optimizing their social media marketing strategies for better customer engagement and
increased sales It will address the contemporary relevance of social media in the mobile
phone industry in Pakistan with OPPO as the primary focus Academically the research
will contribute to existing literature on social media marketing offering insights into its
impact on customer purchase intentions within the specific context of the mobile phone
industry in Pakistan The study will employ a quantitative research method utilizing
surveys and data analysis through tools like SPSS 1 2 Background The role of technology
in shaping customer demand and purchase intentions is significant Particularly in Pakistan
social media marketing has emerged as a potent force influencing customers worldwide Its
popularity can be attributed to the speed reliability feasibility and cost effectiveness it
offers in marketing products and services Sadia Afzal and Javed 2015 Social media
marketing strategies involve the utilization of existing tools integrating them into
communication networks and data to foster relationships between companies and their
customers through internet based communication Businesses find numerous opportunities
through social media marketing as highlighted in the research by Maria Teresa and Jose´
Manuel 2014 which emphasizes the impact of evolving customer purchase intentions on
social media marketing strategies This research places a specific focus on understanding
the dynamics of customer behavior…… This research underscores the contemporary
challenges faced by companies both externally and internally compelling them to establish
a robust digital presence across various social media marketing platforms Crafting a social
media marketing campaign necessitates a thorough consideration not only of the social
context of potential customers but also the historical and cultural backdrop of the society
in question Yasir Rafique 2012 Opting for social media as the advertising medium is a
strategic choice to connect with consumers The evolution of advertising approaches is
evident with the internet's proliferation and advancements in digital technology Platforms
like Facebook Instagram Twitter Google+ Pinterest LinkedIn and YouTube provide
diverse advertising formats including texts pictures and videos Toor Husnain 2017 A
primary advantage of social media advertising lies in its ability to etch the brand image
into the audience's consciousness influencing customer purchase intentions and propelling
viewers towards product or service acquisition Alice Li and P K Kannan 2017 1 3
Objectives The research aims to achieve the following objectives · To investigate how social
media marketing influences and shapes customer purchase intentions · To explore and
analyze the relationship between the strategies employed in social media marketing and
their impact on customer purchase intentions 1 4 Significance The research proposal delves
into the impact of social media marketing on customer purchase intentions focusing on
OPPO Mobiles Pakistan Limited The significance of this research lies in its relevance to
contemporary business practices especially considering the pivotal role social media plays
in modern marketing strategies · The practical implications of this study are noteworthy as
the findings could guide OPPO Mobiles Pakistan Limited and other businesses in
optimizing their social media marketing efforts Understanding how social media influences
customer behavior is crucial for resource allocation and overall marketing strategy
enhancement · Furthermore the research contributes to the existing body of knowledge on
social media marketing providing specific insights into the mobile phone industry in
Pakistan While the primary focus is on OPPO the implications could extend to other
industries making the research valuable for a broader audience · The methodology and
research design will be critical for the validity and reliability of the findings A well
executed study could not only benefit business decision making processes for OPPO but
also serve as a reference for future research in similar domains · Academically the research
addresses a gap in the literature offering insights into the impact of social media marketing
on customer purchase intentions within the context of the mobile phone industry in
Pakistan It stands as a potential reference for scholars and researchers interested in this
evolving field · The social and economic impact of understanding factors influencing
customer purchase intentions is significant It has the potential to contribute to a more
informed and effective marketing ecosystem benefiting businesses and consumers alike
Practical recommendations derived from the research findings could guide strategies to
enhance social media presence improve engagement and positively influence customer
purchase decisions · Moreover the research provides industry specific insights shedding
light on how companies in the mobile phone sector in Pakistan leverage social media
marketing for customer engagement and sales This understanding is valuable for staying
competitive and relevant in the dynamic landscape of the mobile phone industry 1 5
Research Questions Following is the research questions · What is the impact of social
media marketing of on customer purchase intentions · What is the correlation between
social media marketing and customer purchase intentions The research endeavors to
answer the following questions · · How does social media marketing affect customer
purchase intentions · What is the level of correlation between social media marketing
activities and customer purchase intentions 1 6 Conceptual Framework 1 7 Hypothesis H1
There is a significant impact of social media marketing on customer purchase intentions 2
Chapter No 2 methodology 2 1 Type of Research Quantitative research was employed in
this study given its emphasis on numerical data and the application of calculations to
derive statistical significance The decision to utilize a quantitative approach was primarily
driven by the use of a questionnaire for data collection This method ensures the generation
of statistically meaningful results and aligns with the research project's focus on numerical
analysis 2 2 Data Collection Sources Primary source of data collection The customers of
OPPO Mobiles Pakistan Limited from Faisalabad was primary source of data Secondary
source of data collection Social media marketing and customer purchase intentions related
research papers and research thesis was secondary source of data collection 2 3 Data
Collection Tools/Instruments The adopted questionnaire from past researches tool was
used as a data collection tool Main reason of selection of questionnaire as data collection
tool is that it is less expensive less time consuming and a huge amount of information can
be collected easily The questionnaire items are adopted from study of Areeba Toor
Mudassir Husnain and Talha Hussain 2017 and Bong Wan Zhung 2017 2 4
Subjects/Participants Target Population OPPO Mobiles Pakistan Limited is selected as a
research organization in this research project The customers of OPPO Mobiles Pakistan
Limited from Faisalabad were the target population Sample size The 60 customers of
OPPO Mobiles Pakistan Limited from Faisalabad was the sample size for this research
project Sampling Technique Non probability convenience sampling technique was used in
this research project 2 5 Fieldwork/Data Collection The questionnaire was printed and
distributed among OPPO Mobiles Pakistan Limited customers in Faisalabad The
researcher visited different locations to collect data The researcher requested to customers
to fill questionnaire according to their routine experiences so data can be analyzes and the
result can be found from their feedback 2 6 Data Processing Analysis Mean analysis
standard deviation analysis correlation analysis and regression analysis was applied using
IBM SPSS software

The final project for the MKT619 course The purpose of this report is to provide a comprehensive analysis of the given topic
The report
The Influence of Social Media Marketing on Customer Purchase Intentions An Examination of INFINIX Mobiles Pakistan
This report has been submitted to the Department of Management Sciences at the Virtual University of Pakistan as a partial
fulfilment of the requirements for the degree of Masters in Business Administration The text was not provided Please
provide the text you would like me to rewrite in an academic style The student's name is Saima Ibrar The student's
identification number is Mc184957739

The academic unit referred to as the "Department of Management Sciences" The Virtual University of Pakistan is an
institution of higher education that operates mostly through online platforms
Due Date
1 Introduction 2 Literature Review 3 Methodology 4 Results 5 Discussion 6 Conclusion Chapter 1 Introduction 1 1 Project
Introduction 4 1 2 Background 8 1 3 Research Objectives Nine Key Goals 1 4 The Significance of the Study 10 1 5 Research
Questions Twelve research questions were formulated to guide the investigation 1 6 Theoretical Framework 12 1 7 Research
Hypothesis The proposed hypothesis is that there is a relationship between the variables being studied with a predicted
value of 12 Chapter 2 Methodology The type of research conducted in this study is not specified 2 2 Sources of Data
Collection 13 2 3 Data Collection Tools/Instruments Thirteen 2 4 Participants A total of 13 individuals were included in this
study 2 5 Fieldwork/Data Collection Thirteen 2 6 Data Processing and Analysis 13

Chapter 1 Introduction 1 1 Project Introduction The text should incorporate the following elements •

Justification What is the necessity for conducting this research In this essay we will discuss the topic of climate change and
its impact on the environment Social media marketing is an economical method for disseminating marketing messages
regarding products and services to clients The utilisation of this communication route has become widespread and pervasive
on a global scale enabling enterprises to establish direct efficient and uninterrupted communication with their client base
The utilisation of various instruments in social media marketing is of paramount importance in enabling interactive
connection between consumers and producers during the entirety of the marketing process Marisavo 2016 The
aforementioned strategy has enabled enterprises and individuals to establish connections with a wide range of client
segments on a global scale hence facilitating the swift dissemination of product information Bilal Shehzad 2014 By utilising a
range of online venues including social media and websites social media marketing offers organisations an effective means
to efficiently advertise and endorse their products and services Gupta 2013 Social media has become an essential
instrument for businesses seeking to engage and educate their prospective clientele facilitating focused communication with
a broad consumer demographic The main goal for businesses utilising social media marketing is frequently to augment
product sales by establishing a persistent brand presence so ensuring ongoing visibility and recognition of the promoted
goods The examination of brand products and the interaction with clients are fundamental activities enabled by significant
social media platforms such as Facebook Twitter Instagram and YouTube Yusufzai 2016 In addition to engaging in passive
content consumption users on these platforms actively participate in the generation of data and the dissemination of
created material According to Rasool Madni 2015 social media marketing is distinguished by its open nature enabling
individuals from various social identities and demographics to engage in a diverse and inclusive manner The phrase
"Customer is a King" emphasises the importance that firms attribute to comprehending and satisfying client demands inside
their advertising tactics The availability of information regarding a product encompassing its significance pricing and quality
plays a crucial role in influencing a customer's decision to make a buy The utilisation of social media marketing technology
plays a crucial role in delivering business related information to clients thereby presenting a full perspective on items that
fosters trust and influences the process of making purchasing choices The customer's intention to make a purchase is
influenced by brand awareness and product understanding with the customer's perception of the brand playing a crucial role
in this process Given the significance of customer purchasing behaviour organisations place a high priority on ensuring
customer happiness throughout the entirety of the product manufacturing process The customer's buying behaviour
encompasses various stages including product selection viewing details purchase consumption and disposal Mihart 2012
Customer purchase intents are the result of a multitude of factors that exert influence on the decision making process of
customers leading them to make the choice to acquire a certain product In light of this awareness companies provide
essential information in their advertisements encompassing elements such as product quality pricing and comparisons with
rival items Mirabi Tahmasebifard 2015 Various mobile phone brands including Samsung Huawei Qmobile Nokia Infinix HTC
Realme and others employ a range of social media channels as a means of promoting and advertising their devices The
primary objective of this study endeavour is to evaluate the impact of social media marketing conducted by INFINIX Mobiles
Pakistan Limited on consumer purchase intentions INFINIX Mobiles Pakistan Limited possesses a wide range of products
and employs a strategic approach by leveraging channels such as Facebook Instagram Twitter and YouTube to effectively
sell its products and services The objective of this research endeavour entitled "Examining the Effects of Social Media
Marketing on Customer Purchase Intentions An Analysis of OPPO Mobiles Pakistan " is to explore the impact of social media
marketing on customers' purchasing behaviour with a specific emphasis on OPPO Mobiles within the Pakistani market This
study aims to examine the importance of social media in current marketing strategies and its influence on customer
behaviour Justification What is the significance of this research The justification for doing this research will be based on the
significant influence that social media marketing has on customer behaviour and purchase habits The utilisation of social
media as a crucial platform for marketing and advertising goods and services will be attributed to its cost efficiency and
extensive outreach This study aims to investigate the strategic utilisation of social media platforms including Facebook
Twitter Instagram and YouTube by OPPO Mobiles The objective is to comprehend how these platforms are employed to
effectively communicate with customers promote the company's products and influence customers' intents to make
purchases The primary objective of this research is to offer significant insights to OPPO Mobiles and other comparable
enterprises assisting them in enhancing their social media marketing strategies to achieve improved consumer engagement
and increased sales This study aims to examine the current significance of social media within the mobile phone business in
Pakistan with a specific emphasis on OPPO The research endeavour will make an academic contribution to the current body
of literature on social media marketing by providing valuable insights into the influence it has on customer purchase
intentions This investigation will specifically focus on the mobile phone business in Pakistan thereby delivering a
contextualised understanding of the phenomenon The research study will utilise a quantitative research methodology
employing surveys as the primary data collection technique Data analysis will be conducted using statistical software such
as SPSS 1 2 CONTEXTUAL BACKGROUND The impact of technology on the formation of client demand and purchasing
intentions is substantial Social media marketing has gained significant prominence in Pakistan exerting a substantial impact
on global consumers The success of this marketing approach can be ascribed to its capacity to provide speed reliability
practicality and cost effectiveness in promoting products and services Afzal Javed 2015 Social media marketing strategies
encompass the effective utilisation of pre existing tools integrating them into communication networks and data systems
with the aim of cultivating and nurturing relationships between firms and their customers through internet based channels
of contact The research conducted by Maria Teresa and Jose´ Manuel 2014 underscores the significance of social media
marketing for businesses as it reveals the multitude of opportunities that arise from this form of marketing Specifically the
study emphasises the influence of shifting client purchase intents on the methods employed in social media marketing This
study centres its attention on comprehending the intricacies of customer behaviour dynamics This study highlights the
current difficulties encountered by organisations both externally and internally which necessitate the development of a
strong online presence on several social media marketing platforms Developing a social media marketing plan requires a
comprehensive examination of not only the social setting of prospective customers but also the historical and cultural
framework of the culture under consideration Rafique 2012 The decision to utilise social media as an advertising platform is
a deliberate and calculated approach to establish a connection with consumers The ubiquity and developments in digital
technology have led to the visible evolution of advertising tactics particularly with the widespread use of the internet Various
social media platforms such as Facebook Instagram Twitter Google+ Pinterest LinkedIn and YouTube offer a wide range of
advertising formats encompassing textual content images and videos Toor Husnain 2017 One of the key benefits of utilising
social media advertising is its capacity to firmly establish the brand image within the minds of the target audience so
exerting an influence on their intents to make purchases and effectively driving them towards the acquisition of the
advertised product or service Li Kannan 2017 1 3 Objectives The research endeavours to accomplish the subsequent
objectives
The objective of this study is to examine the impact and influence of social media marketing on client purchase intentions
The objective of this study is to examine and evaluate the correlation between the tactics utilised in social media marketing
and their influence on client purchase intentions 1 4 The Importance of the Study This research proposal aims to investigate
the influence of social media marketing on customer purchase intentions with a specific focus on OPPO Mobiles Pakistan
Limited The research holds importance due to its pertinence to current business practises particularly in light of the crucial
role that social media plays in contemporary marketing efforts The study's practical ramifications hold significance as its
findings have the potential to provide guidance to OPPO Mobiles Pakistan Limited and other firms in enhancing their social
media marketing strategies Gaining insight into the impact of social media on consumer behaviour is crucial for optimising
resource allocation and enhancing overall marketing strategy In addition this research makes a valuable contribution to the
current scholarly literature on social media marketing by offering detailed insights into the mobile phone sector in Pakistan
Although the primary emphasis is placed on OPPO the potential ramifications of this research may have relevance and
significance for other sectors as well hence rendering it valuable and applicable to a wider range of audience The selection
and implementation of the technique and research design will play a crucial role in ensuring the validity and reliability of the
findings A meticulously conducted study has the potential to yield valuable insights that can enhance corporate decision
making processes for OPPO Moreover it can also serve as a valuable point of reference for future research endeavours in
related sectors The research presented in this study aims to fill a need in the existing body of literature by providing
valuable insights into the influence of social media marketing on customer purchase intentions specifically within the mobile
phone business in Pakistan This resource holds the potential to serve as a valuable reference for scholars and researchers
who possess an interest in this dynamic and developing topic The significance of comprehending the elements that
influence client purchasing intentions extends to both social and economic realms The aforementioned technology possesses
the capacity to enhance the marketing ecosystem by fostering greater awareness and efficacy hence yielding advantages
for both enterprises and consumers The research findings provide practical advice that can be utilised to inform tactics
aimed at enhancing social media presence increasing interaction and positively impacting client purchase decisions
Furthermore this study offers industry specific insights elucidating the strategies employed by companies operating in the
mobile phone sector in Pakistan to utilise social media marketing as a means of engaging customers and driving sales The
acquisition of this knowledge holds significant importance in maintaining competitiveness and relevance within the ever
changing mobile phone business 1 5 Research Questions The research questions are as follows What is the influence of
social media marketing on client purchase intentions What is the relationship between social media marketing and customer
purchase intentions The research aims to address the following inquiries The user's text does not contain any information to
rewrite What is the impact of social media marketing on client purchase intentions What is the extent of the association
between social media marketing activity and client purchase intentions The conceptual framework refers to the theoretical
foundation that guides the research study It provides a structure for understanding and analysing the research problem as
well as the relationships between variables and
The hypothesis being proposed is that Hypothesis 1 The influence of social media marketing on client purchase intentions is
substantial Chapter 2 Methodology 2 1 Research Methodology The study utilised quantitative research methodology due to
its focus on numerical data and the utilisation of computations to determine statistical significance The selection of a
quantitative methodology was primarily motivated by the adoption of a questionnaire as the primary instrument for data
gathering This approach guarantees the production of statistically significant outcomes and is in accordance with the
research project's emphasis on quantitative analysis 2 2 Sources of Data Collection The primary means by which data was
collected in this study was through the use of primary sources The primary source of data for this study was the clients of
OPPO Mobiles Pakistan Limited in Faisalabad The secondary source of data gathering in this study involved utilising
academic articles and research theses that focused on social media marketing and its impact on customer purchase
intentions 2 3 Data Collection Tools/Instruments The data gathering instrument utilised in this study was a questionnaire
that was adapted from previous research studies The primary rationale for choosing a questionnaire as the data collecting
instrument is its cost effectiveness time efficiency and capacity to gather a substantial volume of information with ease The
questionnaire items utilised in this study were derived from the research conducted by Areeba Toor Mudassir Husnain and
Talha Hussain 2017 as well as Bong Wan Zhung 2017 2 4 Participants/Subjects The focus of this study is on a certain group
of individuals referred to as the target population OPPO Mobiles Pakistan Limited has been chosen as the research
organisation for this research project The target population for this study consisted of consumers of OPPO Mobiles Pakistan
Limited residing in Faisalabad The size of the sample used in the study was determined The research project utilised a
sample size of 60 clients from Faisalabad who were associated with OPPO Mobiles Pakistan Limited The sampling technique
employed in this study is a crucial aspect of the research methodology The study endeavour employed a non probability
convenience sampling technique 2 5 Fieldwork/Data Collection The survey was produced and disseminated to clients of
OPPO Mobiles Pakistan Limited in the city of Faisalabad The researcher conducted fieldwork at various sites in order to
gather data The researcher requested that clients complete a questionnaire based on their regular experiences in order to
analyse the data and get insights from their feedback 2 6 Data Processing and Analysis The statistical techniques of mean
analysis standard deviation analysis correlation analysis and regression analysis were employed using IBM SPSS software
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