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Word of Mouth or Word of Mouse: An Analysis of Social and Conventional Media on Consumer Behavior in Pakistan

Author

Listed:
  • Rizwan Ali Khadim

    (Superior University Lahore, Pakistan)

  • Bilal Zafar

    (Superior University Lahore, Pakistan)

  • Muhammad Younis

    (Superior University Lahore, Pakistan)

Abstract

The recent development in telecommunication and information technology has transformed world into a global village. There has been a drastic and dramatic change in communication in the business world. The social media is replacing the conventional and traditional ways of doing business. Social media has emerged as an influential communication tool for business organizations. The current study examines the role of social and conventional media on consumer behavior in Pakistan. The study use qualitative research approach to examine consumer behavior towards shopping in large supermarkets in Lahore. Interviews were conducted with respondents from various walks of life to analyze their perceptions towards social media versus conventional media to seek information for shopping in the superstores in Lahore. The information collected through interviews is analyzed qualitatively to extract useful findings in this study. The study found social media as an important and more efficient source of information as compared to conventional media to influence consumer shopping behavior. The study recommends use of social media to shape favorable consumer behavior in the context of Pakistan.

Suggested Citation

  • Rizwan Ali Khadim & Bilal Zafar & Muhammad Younis, 2015. "Word of Mouth or Word of Mouse: An Analysis of Social and Conventional Media on Consumer Behavior in Pakistan," International Journal of Economics and Empirical Research (IJEER), The Economics and Social Development Organization (TESDO), vol. 3(1), pages 19-24, January.
    • Handle: RePEc:ijr:journl:v:3:y:2015:i:1:p:19-24
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    References listed on IDEAS

    as
    1. Kashif Riaz & Syed Karamatullah Hussainy & Abdul Kabeer Kazi & Gobind M. Herani, 2008. "Advertising Styles’ Impact on Attention in Pakistan," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 1, pages 28-35, December.
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    More about this item

    Keywords

    Social Media; Consumer Behavior; Qualitative Methodology; Pakistan;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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