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Investigating The Effect of Brand’s Social Media Pages On Developing Economy Consumers Purchase Intention

Author

Listed:
  • Ali, Syed Raza
  • Ali, Syed Hassan
  • Yasir, Muhammad
  • Khan, Muhammed Hamza

Abstract

With the passage of time people come to know that, investigating the brand social media, the brand familiarity and information quality on the future purchase intention is very impactful. In spite of appreciation of brand familiarity and information, quality prominence in brand communities, dynamics and consequences remains limited. To explore this subject of consumer purchase intention we found that information quality and brand familiarity effect the future purchase. To explore our hypotheses, we directed a survey with about 200 university students with the target population of Karachi Pakistan using Facebook with considerable experience with a particular brand. In this research, the statistical technique we use is the structural equation Modeling SEM. This technique helps to determine the structural relation found between latent constructs and measured variables. Furthermore, the findings show that there is a big impact of Brand familiarity and Information quality on Attitude towards brand social media pages and Future purchase intention.

Suggested Citation

  • Ali, Syed Raza & Ali, Syed Hassan & Yasir, Muhammad & Khan, Muhammed Hamza, 2022. "Investigating The Effect of Brand’s Social Media Pages On Developing Economy Consumers Purchase Intention," MPRA Paper 112325, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:112325
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    References listed on IDEAS

    as
    1. Syed Ali Raza & Nida Hanif, 2013. "Factors affecting internet banking adoption among internal and external customers: a case of Pakistan," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 7(1), pages 82-96.
    2. Wasim Qazi & Syed Ali Raza & Komal Akram Khan, 2020. "The contradiction between self-protection and self-presentation on knowledge sharing behaviour: evidence from higher education students in Pakistan," International Journal of Knowledge and Learning, Inderscience Enterprises Ltd, vol. 13(3), pages 246-271.
    3. Bosnjak, Michael & Galesic, Mirta & Tuten, Tracy, 2007. "Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach," Journal of Business Research, Elsevier, vol. 60(6), pages 597-605, June.
    4. Brady, Michael K. & Cronin, J. Joseph & Fox, Gavin L. & Roehm, Michelle L., 2008. "Strategies to offset performance failures: The role of brand equity," Journal of Retailing, Elsevier, vol. 84(2), pages 151-164.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand familiarity; Information quality; Attitude towards brand social media pages; purchase intention; developing economy;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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