The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator

Abstract

Manuscript type: Research Paper
Research aims: This paper investigates the impact of social network
marketing on consumer purchase intention and how it is affected
by the mediating role of consumer engagement.
Design/ Methodology/ Approach: This study analyses data taken
from 300 existing users of social network marketing websites in
Pakistan. Structural equation modelling was employed to test the
model developed.
Research findings: Results indicate that social network marketing
is significantly related to consumer purchase intention. They further
demonstrate that consumer engagement acts as a partial mediator
in how social network marketing impact on consumer purchase
intention.
Theoretical contributions/ Originality: This study expands on the
existing research of social network marketing by investigating the
indirect effect of consumer engagement on the relationship between
social network marketing and consumer purchase intention in the
context of Pakistan.
Practitioner/ Policy implications: The findings drawn from this
study imply that marketers should respond to the rising importance of social networking sites because of their powerful influence on
consumer purchase intention. This suggestion can be implemented
by companies through the continuous monitoring of consumer
concerns by adjusting their online marketing strategies.
Research limitation/ Implications: Future studies should consider
using a qualitative approach, namely interviews to gain a better
understanding of consumers’ insights and experiences influencing
their commitment and purchase intentions. Additionally, more
weight can be added to the literature by comparing the influence
of electronic word-of-mouth e-WOM to the marketing campaigns
carried out by various companies in various social websites.