Influence of social media marketing communications on young consumers’ attitudes and Purchase Intention
Keywords:Facebook, Technology Acceptance Model, Higher Education Institutes, Pakistan
The study has considered awareness, knowledge, liking and preference as the predictors of consumer’s intention to purchase leading to an actual purchase behavior over social media channels such as Facebook. Also, intention to purchase was considered as a mediator in the study. The quantitative approach has been used in this research. The total responses for the study were 296 collected from the target population to examine the construct developed based on the underpinned hypothetical framework. This research has used a questionnaire based on a five-point Likert scale which has been adapted from earlier studies. The convenience sampling technique has been used in our research. PLS-SEM was used to examine the proposed research model.