Effect of social media on consumer buying behaviour 2022 journals

Q: How social media affect consumer buying behavior?

81% of consumers purchasing decisions are influenced by their friends social media posts. (Forbes) 66% of consumers have been inspired to purchase from a new brand after seeing social media images from other consumers (Stackla) Consumers are 71% more likely to make a purchase based on social media referrals.

Jinnah Business Review, Jan 2022, Vol. 10, No. 1, pp. 28-47

Table of Contents Show

How social media affect consumer buying behavior?
What percentage of buying decisions are influenced by social media 2021?
Does social media influence buying behaviour research paper?
Which of the following are social factors affecting buyer behaviour?

20 Pages Posted: 15 Mar 2022

Date Written: January 1, 2022

Abstract

The research examined the impact of social media; social networking theory, word of mouth¸ feedback loop, and creditability content on the consumer buying behavior in Pakistan. The structured questionnaire was shared using convenience sampling between 650-700 participants. However, received 392 complete responses. The estimations revealed that there is a significant and positive impact of social media, social networking theory, word of mouth, feedback loop, and creditability content on buying behavior in Pakistan. Social media plays an important role in consumer buying behavior, which means that people are more likely to search, buy and share products using social media channels. Due to COVID-19, the number of responses received was less than expected. Furthermore, the salary of the respondents was not included in the questionnaire, which could have given more detailed information. The study examined the in-depth impact of social media on the people of Pakistan considering their detailed demographic and socioeconomic factors as it lacked the evidence within historical literature. The owners/managers to attract or retain the customers must build their online presence using the most used social channels like Instagram and Facebook. Future researchers need to create a precise yet comprehensive survey. The salary of the respondent can be used to determine the behavior of respondents having different salary levels.

Keywords: Social Media, Consumer Buying Behavior COVID-19, Structural Equation Modelling, Smart PLS

JEL Classification: C12, C25, C35, C38, C80, G40, L1, M3, O3, Z00, Z33

Suggested Citation: Suggested Citation

Bashir, Zahid and Mansha, M. and Raja, W., How Does Social Media Influence the Customer’s Buying Behavior during COVID-19? Evidence from Pakistan (January 1, 2022). Jinnah Business Review, Jan 2022, Vol. 10, No. 1, pp. 28-47, Available at SSRN: https://ssrn.com/abstract=4057301

81% of consumers' purchasing decisions are influenced by their friends' social media posts. (Forbes) 66% of consumers have been inspired to purchase from a new brand after seeing social media images from other consumers (Stackla) Consumers are 71% more likely to make a purchase based on social media referrals.

During a June 2021 survey fielded in the United States, 35 percent of respondents stated that their purchasing decisions were influences by social media ads; among respondents born between 1998 and 2006 (Generation Z), the share stood at 50 percent, Social network advertising spending in the U.S. was estimated at 49 ...

The research has shown a powerful impact of Social media on consumer buying behaviour in digital age. No doubt that Social media had brought major changes to both, consumer as well as businesses. The research has shown that consumers are highly selective while making a purchase.

Social Factors affecting Consumer Behaviour.

Reference Groups..

Immediate Family Members..

Relatives..

Role in the Society..

Status in the society..