RELATIONSHIP BETWEEN AGE DIVERSITY AND CONFLICT MANAGEMENT STYLE IN ORGANIZATIONS OF PAKISTAN

Beenish Aqeel, Faisal Qadeer Qureshi () and Ishtiaq Ahmed ()
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Beenish Aqeel: Iqra University Main Campus, Karachi
Faisal Qadeer Qureshi: Iqra University Main Campus, Karachi
Ishtiaq Ahmed: Bahira University Karachi Campus

IBT Journal of Business Studies (JBS), 2015, vol. 11, issue 1, 40-66

Abstract: Purpose This research examines the impact of social media marketing on customer purchase intention in Pakistan perspective. Methodology This research study is Quantitative in nature, instruments of this research is Questionnaire which is developed according to the scenario, covers all variables.The collected data analyzed on the SPSS version 15.0 with the help of Factor Analysis and multiple linear regression. Findings The result reveals that the customer tries to find out the information regarding the brand as much as possible with ease.The result showed that the perceived quality has no significant relation with the purchase intention in the context of the social media marketing because of the fake quality images in the advertisement through images and video commercials, whereas the information search has the positive significant relation with the purchase intention because of the huge variety available at social media to explore various brands and make decision to purchase it.last but not the least word of mouth this also shows the positive significant relations with purchase intention because this variable carries trust with itself. Implications The findings are helpful for social media experts to devise strategies in order to appeal more and more customer.

Keywords: Social media; virtual marketing; internet marketing and customer information search (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:11:y:2015:i:1:p:40-66

DOI: 10.46745/ilma.ibtjbs.2015.111.5

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