Social Media in Virtual Marketing
Syed Imran Zaman and
Syed Hasnain Alam Kazmi ()
MPRA Paper from University Library of Munich, Germany
Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an eﬀective marketing tool. Despite its comparatively low cost and significance, marketers are not eﬀectively utilizing social media. Thus the aim of this study is to measure the influence (eﬀect) of four social variables: social capital, trust, homophily and interpersonal influence on electronic word of mouth (eWOM) communication. The sample size for the study is 300 and preselected enumerator’s collected the data from the leading shopping malls of the city. Although the scales and measures adopted for this study have been earlier validated in other countries, however the same were re-ascertained on the present set of data. After preliminary analysis, including normality and validity the overall model was tested through Structural Equation Model (SEM). This was carried out in two stages - initially CFA for all the constructs was ascertained which was followed by CFA of the overall model. Developed conceptual framework was empirically tested on the present set of data in Pakistan which adequately explained consumer attitudinal behavior towards electronic word of mouth (eWOM) communication. Three hypotheses failed to be rejected and one was rejected. Trust was found to be the strongest predictor of electronic word of mouth (eWOM) communication, followed by homophily and social capital. Interpersonal influence has no relationship with electronic word of mouth (eWOM) communication. The results were consistent to earlier literature. Implication for markers was drawn from the results.
Keywords: eWOM; social capital; trust; homophily and interpersonal influence; social media (search for similar items in EconPapers)
JEL-codes: M1 M3 M31 (search for similar items in EconPapers)
Date: 2015-03-01, Revised 2015-04-10
New Economics Papers: this item is included in nep-mkt and nep-soc
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Published in Market Forces 10.1(2015): pp. 15-32
Downloads: (external link)
https://mpra.ub.uni-muenchen.de/69868/1/MPRA_paper_69868.pdf original version (application/pdf)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:69868
Access Statistics for this paper
More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().