A How social media influence the customers buying behavior dur-ing Covid-19? Evidence from Pakistan.

Abstract

The research examined the impact of social media, social networking theory, word of mouth feedback loop, and credibility content on consumer buying behavior in Pakistan. A structured questionnaire was shared using convenience sampling between 650–700 participants; however, 392 complete responses were received. The estimations revealed a significant and positive impact of social media, social networking theory, word of mouth, feedback loop, and credibility content on buying behavior in Pakistan. Social media plays an important role in consumer buying behavior, meaning that people are more likely to search, buy, and share products using social media channels. Due to COVID-19, the number of responses received was less than expected. Furthermore, the salary of the respondents was not included in the questionnaire, which could have provided more detailed information. The study examined the in-depth impact of social media on the people of Pakistan considering their demographic and socioeconomic factors, as historical literature lacked such evidence. Owners and managers aiming to attract or retain customers must build their online presence using the most used social channels like Instagram and Facebook. Future researchers should create a precise yet comprehensive survey, and the salary of respondents can be used to determine the behavior of people with different income levels.