THE IMPACT OF SOCIAL MEDIA MARKETING DIMENSIONS: INTERACTION, ENTERTAINMENT, CUSTOMIZATION, TRENDINESS, AND WORD OF MOUTH ON PURCHASE INTENTION WITH THE MEDIATING ROLE OF BRAND IMAGE AND BRAND TRUST FOR SMARTPHONE USERS IN QUETTA CITY

Abstract

The field of marketing is gaining great interest for researchers to understand the factors that influence consumer behavior and purchase intention today. The key factors are the impact of Social Media Marketing (SMM) dimensions like Customization, Entertainment, Interaction, Trendiness, and Word of Mouth (WoM) on consumer behavior among numerous factors. The study is an endeavor to investigate the relationship between Social Media Marketing (SMM) dimensions and Purchase Intention (PI) in the context of smartphone consumers in Quetta City. Brand Trust (BT) and Brand Image (BI) are studied as mediating variables in the study. A sample of 289 participants was surveyed using a self-administered questionnaire. Data analysis is done through SPSS and SmartPLS software. This study proves that SMM positively and significantly affects the PI. SMM has also positively and significantly affected the BI and BT. Brand Image and Brand Trust has mediated the relationship between SMM and PI. This study will assist marketers to implement superior marketing methods for enhancing buyer purchasing intention.