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Amna Salam

FAST · 2021 · 17i-0832

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Phone

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GitHub

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Academic

Program

MBA

CGPA

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Year

2021

Education

School of Management

Address

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DOB

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Career

Current role

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Target role

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Interests / quote

Our study aims to examine the relationship between social media marketing and buying decisions of consumers through consumer experience, with the mediating role of cognitive component of consumer engagement. As social media has witnessed a great uptake in the past decade, marketers are now focusing their marketing efforts largely on these platforms in order to approach their target market in a more efficient manner. While previous studies have been carried out to inspect the influence of social media marketing on consumer buying decisions and moderating and mediating roles of consumer experience and cognitive consumer engagement separately, our research focuses on determining the impact of each of these variables on one another, and how they eventually impact a consumer’s decision-making process. This study is significant as it explores the behavioral patterns of customers, and the techniques that could be employed by Pakistani marketing professionals to turn potential customers into actual ones, a conundrum faced by all modern businesses in an age of oversaturated markets led by the empowered consumer. The study is empirical in nature and uses a quantitative approach. Structured questionnaires were distributed among Pakistani consumers and the results were recorded for analysis.

Verbatim text

The exact text the LLM saw on the page (or the booklet text from the old import). This is what powers semantic search.

A New Era: Social Media Marketing through Consumer Experience 
 
Our study aims to examine the relationship between social media marketing and buying decisions 
of consumers through consumer experience, with the mediating role of cognitive component of consumer engagement. As social media has witnessed a great uptake in the past decade, marketers 
are now focusing their marketing efforts largely on these platforms in order to approach their 
target market in a more efficient manner. While previous studies have been carried out to inspect 
the influence of social media marketing on consumer buying decisions and moderating and mediating roles of consumer experience and cognitive consumer engagement separately, our research focuses on determining the impact of each of these variables on one another, and how they eventually impact a consumer’s decision-making process. This study is significant as it explores 
the behavioral patterns of customers, and the techniques that could be employed by Pakistani 
marketing professionals to turn potential customers into actual ones, a conundrum faced by all 
modern businesses in an age of oversaturated markets led by the empowered consumer. The study 
is empirical in nature and uses a quantitative approach. Structured questionnaires were distributed 
among Pakistani consumers and the results were recorded for analysis. 
 
 
 
 
 
Area of Study: 
 
Marketing 
 
Supervisor Name: 
 
Ms. Sarah Khan 
 
Group Members: 
Momna Abbasi (i17-0851) 
 
Sania Ali (i17-0920) 
 
Muneeb Alam Khan (i17-0721) 
                                                                                                                                         Amna Salam (17i-0832)

Provenance

Source file: Graduate Directory FAST School of Management - 2021 (1st Draft).pdf
From job #27 page 114
Created: 1778226230