Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention

Asia Marketing Journal

Sang-Lin Han¹  Tayyaba Noreen² 

[1] Hanyang University Business School;University of Balochistan, Quetta, Pakistan;

关键词: social media marketing;    smm;    electronic word of mouth;    ewom;    social media advertisement;    purchase intention;   

DOI  :  10.15830/amj.2015.17.3.53

来源: DOAJ

【 摘 要 】

Social media marketing have drawn substantial attention in business and academia. This study examines the impact of social media marketing on purchase intention of consumer in South Korea and Pakistan. The research background rests on literature of social media, social media marketing, electronic word of mouth and social media advertisement. Descriptive research method is adopted for the purpose of this study. The findings indicated that South Korean users have higher intention to purchase products through social media platforms as compared to users in Pakistan. The results also show that electronic word of mouth has greater influence on purchase intention as compared to advertisement on social networks. Managerial implications and limitations of the study results were also discussed.

【 授权许可】

Unknown