Does Impulse Buying Behavior mediate the relationship between Social Network Marketing and Customer Satisfaction? Evidence from Pakistan

Authors

  • Muhammad Aqib Shafiq Ghazi University, Dera Ghazi Khan, Pakistan
  • Hafiz Muhammad Arslan Arshad Ghazi University, Dera Ghazi Khan,Pakistan
  • Salman Mehmood Ghazi University, Dera Ghazi Khan, Pakistan
  • Asghar Hayyat Ghazi University, Dera Ghazi Khan, Pakistan

Keywords:

Social network marketing; electronic word of mouth; service innovation, impulse buying behavior

Abstract

The main goal of this study is to close a knowledge gap by conducting a thorough analysis of how social network marketing affects consumer satisfaction, with the involvement of impulse buying behavior as a moderating variable. To address this issue, a quantitative study was conducted in Pakistan. The primary information was collected via a research questionnaire, with a sample size of about 222 participants, comprising Pakistani nationals who had made online transactions. According to Structured Equation Model SEM (Hypotheses testing), there is a positive relationship between social network marketing, service innovation, electronic word of mouth, impulse buying behavior, and customer satisfaction. Limitations, future ramifications, and research directions are discussed in the conclusion.

Published

2023-01-26

How to Cite

Muhammad Aqib Shafiq, Hafiz Muhammad Arslan Arshad, Salman Mehmood, & Asghar Hayyat. (2023). Does Impulse Buying Behavior mediate the relationship between Social Network Marketing and Customer Satisfaction? Evidence from Pakistan. Journal of Business & Economics (JBE), 14(2), 96-107. Retrieved from https://journals.au.edu.pk/ojs/index.php/jbe/article/view/611

Issue

Vol. 14 No. 2 (2022): Journal of Business & Economics

Section

Articles