Social Media Marketing as a Contributor in Buyer’s Decision Making Process, in Clothing Industry of Pakistan

Abstract

The purpose of the study is to investigate the impact of social media marketing and online selling sites on consumer decision making process and the connection of buyer’sprivacy concerns between social media advertisement and online selling sites in clothing industry of Pakistan. As an empirical test of the proposed theoretical framework, the quantitative research survey method has conducted through structured questionnaire which sample size is 300 collect from general public within the premises of south Punjab. This examination finds a significant but positive relationship between social media advertisement and online selling sites on consumer decision making process. Social media advertisement and online selling sites has a positive significant relation with consumer decision making process. Buyers privacy concerns has a positive predictor of consumer decision making process but evaluation of alternative and social media advertisement are positively but insignificant correlated. The purchase decision onsocial media, advertisement, online selling sites are significant but positive correlated. The post purchase decision and social media advertisement are insignificant but positively correlated. The present study explores the impact of social media advertisement and online selling on the consumer decision making process. Empirical evidence from the current research helps the marketing scholars by adding value in the literature of social media marketing and its impact on buying behavior. Moreover, findings are also helpful for the marketers because it gives them the clear view of social media marketing and its role in the consumer decision making process .it will help them to attract the consumer through the online selling and advertisement on social media and social networking sites. This researchis to scrutinythe social media marketing, online selling sites and buyer’s privacy concerns for contribute of consumer decision making process in clothing industry.