ISSN(Print):   2664-0422 - ISSN(Online):   2664-0430 - ISSN-L:   2664-0422

PAKISTAN SOCIAL SCIENCES REVIEW (PSSR)

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RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) adheres to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in PSSR agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International license). Under this license, the authors published in PSSR retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of PSSR are required to cite author(s) and publisher in their work. Therefore, RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) follow an Open Access Policy for copyright and licensing.

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How to Cite

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

DOI Number

10.35484/pssr.2020(4-II)43

DOI Link

http://doi.org/10.35484/pssr.2020(4-II)43

Page Nos

537-554

Volume & Issue

v4-2

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Creative Commons License
Pakistan Social Sciences Review (PSSR) by RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on a work at https://pssr.org.pk/

Copyright 2016 PSSR Journal, Developed by M. Yaseen

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