The impact of social media marketing on youth buying behaviour in an emerging country

Rizwan Ali (), Vera Komarova (), Tanveer Aslam () and Kęstutis Peleckis ()
Additional contact information
Rizwan Ali: University of Lahore, Pakistan
Vera Komarova: Daugavpils University, Latvia
Tanveer Aslam: University of Lahore, Pakistan
Kęstutis Peleckis: Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania

Entrepreneurship and Sustainability Issues, 2022, vol. 9, issue 4, 125-138

Abstract: The research aims to investigate the impact of social media marketing (SMM) on youth buying behavior in Pakistan. This study is empirically supported by the results of a survey conducted by the authors in ten universities in Lahore city (Pakistan) in March-June 2020 on a sample of 244 students (social media users) aged from 18 to 35. By conceptually dividing social media marketing into SMM advantages and website design & features, the purpose of this study became more specific: (1) to find the relationship between SMM advantages (convenience, timesaving, security of knowledge) and youth buying behavior; (2) to find the relationship between website features & design and youth buying behavior. Results of the analysis of the aggregate influence of SMM advantages on Pakistani youth buying behavior showed that they increase the intention to purchase by 42.9%. At the same time, website design & features used within social media marketing have even more positive effects on youth buying behavior, increasing the intention to purchase by 55.2%. Young buyers in Pakistan prefer attractive and well-designed websites or social media with many unique features for buying products and services. Thus, all research hypotheses are proved based on the survey data: social media marketing raised by unit positively affects Pakistani youth buying behavior by 53.5%, and the rest 46.5% could be conditioned by other non-market external and internal factors. The novelty of this study lies in investigating behavior patterns of the fast-growing segment of consumers of Pakistan, which, are the most active consumers of goods and services and social media users today and in the future.

Keywords: social media marketing (SMM); consumer buying behavior; youth; Pakistan; regression and ANOVA analysis (search for similar items in EconPapers)
JEL-codes: C12 D12 M31 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://jssidoi.org/jesi/uploads/articles/36/Ali_T ... emerging_country.pdf (application/pdf)
https://jssidoi.org/jesi/article/963 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:9:y:2022:i:4:p:125-138

DOI: 10.9770/jesi.2022.9.4(6)

Access Statistics for this article

Entrepreneurship and Sustainability Issues is currently edited by Manuela Tvaronaviciene

More articles in Entrepreneurship and Sustainability Issues from VsI Entrepreneurship and Sustainability Center
Bibliographic data for series maintained by Manuela Tvaronaviciene ().