Abstract
This research examines the effect of Facebook and its applications
on customers purchase intentions. The study provided an
understanding of how customers take notice of company
advertisements on Facebook and how these Facebook applications
would attract customers to purchase company products. The
objective of this study was to investigate the impact of social
media advertisements via Facebook on customers’ purchase
decisions in garment industry of Pakistan. For this purpose,
Primary data was collected from the customers of selected
garments firms from different geographical locations. A sample of
150 respondents was selected through the random sampling
technique and regression analyses were used for analysis.
Facebook users recommended that the exploitation of Facebook
and its applications “like, friends like, sharing, and comments”
positively influence to customers purchase decisions while one
application of Facebook “location-based check-in service”
negatively influences on customers’ purchase decisions. The
researchers concluded that Facebook and its applications could
play an essential role in customers’ purchase decisions. Firms and
their managers should make strategies to include activities on
Facebook about the creation of brand awareness, for the attraction
of new audiences and to the promotion of their products and
services
Dr. Iftikhar Hussain, Dr. Imrab Shaheen, Dr. Aneeqa Afaq. (2020) Linking Customers’ Purchase Intentions and Facebook Applications through SEM Analysis, Pakistan Social Sciences Review, Volume 4, Issue 2.
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