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Linking Customers’ Purchase Intentions and Facebook Applications through SEM Analysis
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
Authors
Dr. Iftikhar Hussain
Associate Professor and Dean, Faculty of Computing & Engineering, University of Kotli Azad Jammu & Kashmir, Pakistan
Dr. Imrab Shaheen
Assistant Professor and Chairperson, Department of Public Administration, University of Kotli Azad Jammu & Kashmir, Pakistan
Dr. Aneeqa Afaq
Lecturer, Department of Public Administration, University of Kotli Azad Jammu & Kashmir, Pakistan
Keywords
Facebook, Purchase Decisions, Social Networks, Marketing, Customers Purchase Intentions
