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Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention: Comparative Study of Pakistan and South Korea

Title
Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention: Comparative Study of Pakistan and South Korea
Author
한상린
Keywords
Social media marketing; SMM; Electronic word of mouth; eWOM; Social media advertisement; Purchase intention
Issue Date
2015-10
Publisher
한국마케팅학회
Citation
아시아마케팅저널, v. 17, NO 3, Page. 53-72
Abstract
Social media marketing have drawn substantial attention in business and academia. This study examines the impact of social media marketing on purchase intention of consumer in South Korea and Pakistan. The research background rests on literature of social media, social media marketing, electronic word of mouth and social media advertisement. Descriptive research method is adopted for the purpose of this study. The findings indicated that South Korean users have higher intention to purchase products through social media platforms as compared to users in Pakistan. The results also show that electronic word of mouth has greater influence on purchase intention as compared to advertisement on social networks. Managerial implications and limitations of the study results were also discussed.
URI
http://www.dbpia.co.kr/Journal/ArticleDetail/NODE06539321http://hdl.handle.net/20.500.11754/27961
ISSN
1598-7868
DOI
10.15830/amj.2015.17.3.53
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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