Does Impulse Buying Behavior mediate the relationship between Social Network Marketing and Customer Satisfaction? Evidence from Pakistan
Keywords:Social network marketing; electronic word of mouth; service innovation, impulse buying behavior
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.