Social Media Marketing and Committed Customer: Analyzing the Underlying role of Customer Commitment in Developing Country Context

Abstract

This study aims at finding the effect of “Traditional Media Marketing”, “Social Media marketing”, and “Word of Mouth” on the customers’ “Intention to Purchase” (ITP) through their Commitment to specific Mobile phone brand Samsung mobile in Pakistan. The data was collected by using quantitative approach specifically from those professional accountants who were using Samsung mobile brand through simple random sampling technique. Total 450 questionnaires were distributed while 390 were returned as entirely filled generating a response rate of 86%. Data was analyzed using software SPSS 24 and AMOS 25, by performing structural equation modelling, confirmatory factor analysis, correlation, and regression and mediation tests. Barron and Kenny test was applied to analyze that whether the mediation is full or partial. Results explain that Traditional Media Marketing, Social Media Marketing, and Word of Mouth has a significant positive impact on Intention to Purchase. Similarly results demonstrate that Customer Commitment has a significant positive impact on Intention to Purchase. Finally, Customer Commitment (CC) mediates the relationship among the Traditional Media Marketing (TMM), Social Media Marketing (SMM), Word of Mouth (WOM) and Intention to Purchase (ITP). It is also concluded that there exists a partial mediation between the SMM, TMM and ITP. Further it is analyzed that there is no mediation among the WOM and ITP. This study focused on Pakistan due to some limitations while there were budgetary limitation and time constraints.