Impact Of Social Media Advertising On Consumer Buying Behavior With Respect To Restaurants Business In Islamabad – Mediation Of Viewers Trust. Case Study Of Islamabad Market
Author: Raja Imran Ali

Social media has an influence that can’t be undermined in the era we are living in. This influence is spread beyond borders, beyond religions and other divisions. Similarly, in marketing, social media has a very important role and has its impact at different levels. This research was hence aimed at finding out the impact of social media advertising on consumer buying behavior with respect to the restaurant business in Islamabad. This impact was seen in youth of the capital city and data was collected through questionnaires. A total of 130 questionnaires were analyzed using the data analysis software SPSS. Correlations showed that trust and social media have highest correlation between them with Pearson correlation of 0.639 while consumer behavior and trust have 0.546 among them and social media and consumer buying behavior have 0.602. Regression analysis was run to find out impact of social media advertising on the consumer buying behavior. Regression analysis showed that social media causes 40.7% change in consumer buying behavior. Preacher and Hayes (2008) SPSS Macro for multiple mediation was used for assessing and comparing indirect effects in the mediation model. Indirect effect was seen through bootstrapping which showed that there is not mediating effect. Supervisor:- Dr. Usman Mustafa

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Supervisor: Usman Mustafa

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