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The impact of social media marketing on youth buying behaviour in an emerging country

Author

Listed:
  • Rizwan Ali

    (University of Lahore, Pakistan)

  • Vera Komarova

    (Daugavpils University, Latvia)

  • Tanveer Aslam

    (University of Lahore, Pakistan)

  • Kęstutis Peleckis

    (Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania)

Abstract

The research aims to investigate the impact of social media marketing (SMM) on youth buying behavior in Pakistan. This study is empirically supported by the results of a survey conducted by the authors in ten universities in Lahore city (Pakistan) in March-June 2020 on a sample of 244 students (social media users) aged from 18 to 35. By conceptually dividing social media marketing into SMM advantages and website design & features, the purpose of this study became more specific: (1) to find the relationship between SMM advantages (convenience, timesaving, security of knowledge) and youth buying behavior; (2) to find the relationship between website features & design and youth buying behavior. Results of the analysis of the aggregate influence of SMM advantages on Pakistani youth buying behavior showed that they increase the intention to purchase by 42.9%. At the same time, website design & features used within social media marketing have even more positive effects on youth buying behavior, increasing the intention to purchase by 55.2%. Young buyers in Pakistan prefer attractive and well-designed websites or social media with many unique features for buying products and services. Thus, all research hypotheses are proved based on the survey data: social media marketing raised by unit positively affects Pakistani youth buying behavior by 53.5%, and the rest 46.5% could be conditioned by other non-market external and internal factors. The novelty of this study lies in investigating behavior patterns of the fast-growing segment of consumers of Pakistan, which, are the most active consumers of goods and services and social media users today and in the future.

Suggested Citation

  • Rizwan Ali & Vera Komarova & Tanveer Aslam & Kęstutis Peleckis, 2022. "The impact of social media marketing on youth buying behaviour in an emerging country," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(4), pages 125-138, June.
    • Handle: RePEc:ssi:jouesi:v:9:y:2022:i:4:p:125-138
    DOI: 10.9770/jesi.2022.9.4(6)
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    References listed on IDEAS

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    1. Kiran Javaria & Omar Masood & Fernando Garcia, 2020. "Strategies to manage the risks faced by consumers in developing e-commerce," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 2(4), pages 774-783, December.
    2. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    3. Kiran Javaria & Omar Masood & Fernando Garcia, 2020. "Strategies to manage the risks faced by consumers in developing e-commerce," Post-Print hal-03271869, HAL.
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    Cited by:

    1. Oleksy-Gebczyk, Aneta, 2023. "Preferences and Consumer Choices: A Case of Polish Markets for Goods and Services," Asian Journal of Applied Economics, Kasetsart University, Center for Applied Economics Research, vol. 30(2), July.

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    More about this item

    Keywords

    social media marketing (SMM); consumer buying behavior; youth; Pakistan; regression and ANOVA analysis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General

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