Munich Personal RePEc Archive

A study on the effects of social media advertisement on consumer’s attitude and customer response

Hussain, Hadia and Murtaza, Murtaza and Ajmal, Areeb and Ahmed, Afreen and Khan, Muhammad Ovais Khalid (2020): A study on the effects of social media advertisement on consumer’s attitude and customer response.

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Abstract

Given that Social Media Advertising put significant impact on Consumer’s attitude and shapes Customer’s buying behavior, so the managers of manufacturing industries of Pakistan should use the social media platform for their marketing activities. Concisely, we’ve got validated that Social media is becoming highly significant also as convenient for the businesses and helping them in using it as a tool for marketing, external promotions, customer management, and as an inside channel for employee communications. The study was involved with survey and analysis was conducted based on a total of 500 responses whereas most of the respondents were students who had experience in business sector and linked industry. The analysis used structural equation modeling to test the research model and hypothesis. The findings imply that Social Media Advertisement had significant impact on Consumer Attitude and Customer Response in business success, so the managers of manufacturing/business industries of Pakistan should use the social media platform for their marketing activities. As far as delimitations are concerned, this research focused on Social Media Advertising effects on consumer’s attitude and shapes customer buying behavior irrespective of other marketing tools. However, the data was collected from limited number of respondents, the study may contain biasness/unfairness because the results are self-reported and respondents may have answered inaccurately which may make the results less convincing.

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