The Impact of Social Media

Marketing on Customer
Purchase Intention

By: Ahmed Nawaz Abbas (172751)

Muhammad Iqbal (172752)
• Introduction
• Literature Review
• Methodology
• Results discussion
• Conclusion

Presentation Plan
• Social media provides a new innovative mechanism to
deliver the message of the company to consumers. Thus,
marketing through social media is considered a viable
way to deliver marketing message to the consumers and
its significance is growing day by day.
• Social media marketing activities has significant and
positive impact on the brand equity, which in turns effects
purchase intentions of the consumers.

Introduction
• Online shopping has seen a tremendous growth in
Pakistan and competition between online vendors is
increasing with time.
• Do social media marketing influences consumer
behaviour in online shopping scenario of Pakistan?

Research Question
• Investigating the role of social media marketing in
building brand equity of online shopping brands.
• Investigating the impact of social media on purchase
intention of the consumers in online shopping context.
• Investigating the impact of electronic word of mouth in
online shopping context.
• To find out what motivates consumers to buy a product
online

Research Objectives
• Online shopping referees to the tendency of the consumer to
shop on internet using a website through an online store
(Monsuwe et al. 2004). Although internet penetration rates
have improved in the country, but still online shopping trends
depict a slow but steady growth (Cheema et al., 2013).
• But recently online shopping has started gaining popularity in
countries like Pakistan as Sheikh, Abbas and Mehmood (2015)
indicated that online shopping is mushrooming in the Pakistan
and there are various online stores providing online shopping
facility from electronic products to cloths, but still the
traditional shopping means are more popular in the country,
where people prefer to visit a physical store for shopping.

Literature Review
• Social media provides online platforms, applications and
media, the purpose is to facilitate communication and
sharing of the content. applications and media, the
purpose is to facilitate communication and sharing of the
content. Social media marketing have a lot of variety
including wikis, podcasts, pictures, web blogs, social
blogs, micro blogging, pictures, videos, rating and social
book marking.

Social Media Marketing

• Traditionally, word of mouth has been defined in the
physical settings as oral form of interpersonal, non-
commercial communication between acquaintances but
electronic word of mouth can take place in variety of
settings and it does not require conventions of physical
space. Using internet consumers are able to post their
reviews, comments and opinions online on variety of
platform ranging from social networking sites,
newsgroups, bulletin board systems, retail websites,
review websites, discussion forums, weblog etc.

Electronic Word of
Mouth
• Customer purchase intention is important to understand
because the buying behaviour of the customers is
predictable by their intentions in the measurement of
customer loyalty measurement purchase intention has
been indispensable in the loyalty construct. Purchase
intention is a blend of customer enthusiasm for
plausibility of purchasing an item. Because of many
investigations, it firmly identifies with state of mind and
inclination toward a brand or an item.

Purchase Intentions
• Research Design
• Population
• Procedure

Methodology
• The results will be shown in table
format where all the SPSS results
are computed according to the
relevant tests.

Results
 Reliability Statistics

Cronbach's Alpha N of Items

.864 3

Reliability Statistics

Social Media Marketing

Cronbach's Alpha N of Items

.899 3

Reliability Test Results

 Reliability Statistics

Electronic Word of Mouth

Cronbach's Alpha N of Items

.876 3

Reliability Statistics

Purchase Intentions

Cronbach's Alpha N of Items

.844 3

Cont.
Correlations
• The purpose of this study was to propose The Impact of
Social Media Marketing on Customer Purchase
Intention and to evaluate relationship of dependent
variable (Social Media Marketing) with independent
variable (Electronic Word of Mouth & Purchase Intention).
• To check the significance and different research models
were used & benchmark were set to find the results. Apart
from that in regression analysis and Anova table R square,
Adjusted R square value and P value were used to test the
significance of the research and it was concluded that
results were significant.

Conclusion