Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention: Comparative Study of Pakistan and South Korea
- Authors
- Tayyaba Noreen; Han, Sang Lin
- Issue Date
- Oct-2015
- Publisher
- 한국마케팅학회
- Keywords
- Social media marketing; SMM; Electronic word of mouth; eWOM; Social media advertisement; Purchase intention
- Citation
- 아시아마케팅저널, v.17, no.3, pp.53 - 72
- Indexed
- KCI
- Journal Title
- 아시아마케팅저널
- Volume
- 17
- Number
- 3
- Start Page
- 53
- End Page
- 72
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/156178
- DOI
- 10.15830/amj.2015.17.3.53
- ISSN
- 1598-7868
- Abstract
- Social media marketing have drawn substantial attention in business and academia. This study examines the impact of social media marketing on purchase intention of consumer in South Korea and Pakistan. The research background rests on literature of social media, social media marketing, electronic word of mouth and social media advertisement. Descriptive research method is adopted for the purpose of this study. The findings indicated that South Korean users have higher intention to purchase products through social media platforms as compared to users in Pakistan. The results also show that electronic word of mouth has greater influence on purchase intention as compared to advertisement on social networks. Managerial implications and limitations of the study results were also discussed.
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