The effect of social media marketing activities on

customer purchase intention and customer satisfaction

A CASE STUDY OF PAKISTANI LAAM BRAND
By

MUSTAFA AHMED
AREEBA SHOUKAT HUSSIAN
HIJAB ZARA
MINANHIL HABIB

A Research
Submitted in partial fulfillment of the requirements
For the degree of Master of Business Administration
To the Office of Research, Innovation & Commercialization
(formerly Iqra University Research Centre - IURC)
At the Iqra University,
Karachi

Karachi,Pakistan
Jan, 2024

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 Acknowledgment

We are grateful to our course facilitator, Sir ATHAR IQBAL (DIRECTOR), for his

kind, helpful, and astute advice during the research process. His insightful

recommendations were a huge assistance while working on the research project. For us,

working with Sir ATHAR IQBAL, the course facilitator, has been a highly informative

and enlightening experience. In addition, the course facilitator provided feedback on

errors and a comprehensive overview of the research topic. We sincerely thank him for

his guidance, advice, encouragement, support, and very kind appreciation, all of which

allowed us to develop our research ideas. Our facilitator assists us with the research

project throughout the semester and provides enough time to go over each and every

detail with us.

Finally, a special thank you to everyone on our team who gave this project their full

attention. This project taught us all a lot and gave us valuable experience.

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 Abstract
This study aims to explore the impact of social media marketing activities on customer
purchase intention and customer satisfaction. Employing a quantitative approach, the research
investigates how various dimensions of social media marketing influence post-purchase
behavior among potential customers of the apparel industry. Using the Regression technique
in SPSS, data were collected from 300 respondents through an online survey. The findings
reveal that specific aspects of social media marketing significantly contribute to shaping
customer purchase intention and satisfaction. Notably, engagement and promotional activities
on social media platforms were identified as key factors influencing customers' purchasing
decisions and overall satisfaction. This research provides valuable insights for marketers and
industry professionals seeking to comprehend the dynamics of social media marketing in the
context of a clothing brand. By strategically enhancing social media marketing efforts,
Brands can potentially influence customer purchase intentions and satisfaction, thereby
fostering a stronger brand-consumer relationship in the competitive landscape of the apparel
industry.

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 Table of Contents

S. DESCRIPTION PAGE
NO. NO.
1. Acknowledgment…………………………………………………… ii
. 2. Abstract……………………………………………………………… iii
3. Chapter 1: Introduction 1
1.1 Background of the study………………………………………….
1.2 Problem statement………………………………………………...
1.3 Purpose of the study………………………………………………
1.4Significance of the Study………………………………………….
1.5 Objective
Research………………………………………………….
1.6 Outline of study …………………………………………………

4. Chapter 2: Literature Review 16

2.1 Theoretical Background…………………………………………..

5. Chapter 3: Research Methods 20

3.1 Research Approach
………………………………………………..
3.2 Target population …………………………………………………
3.3 Sampling design…………………………………………………..
3.4 Data Collection tool …………………………………….
3.5 data collection technique ………………………………………
3.6 Sampling design…………………………………………………..
3.7 variable to be studied ……………………………………………
3.8 Hypothesis(es)…………………………………………………….
3.9 Model Framework………………………………………………
3.10 Statistical Technique……………………………………………

6 Research findings…………………………………………………
21

References
Appendix

4
 List of Figures

S. No. FIGURE(S) Page

Number
1 Model Framework 14

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 Chapter 1: Introduction

1.1 Background of the study:

In todays fast-paced world, social media is everywhere. Businesses use platforms like
Facebook, Instagram, and Twitter to connect with people. This study looks closely at how
these online interactions affect what people decide to buy and how satisfied they feel
afterward.That's what we're digging into in this study. We want to understand how the
things companies do on social media impact two important things: whether people want to
buy their stuff and if they're happy after they buy it.

Think of social media as a crowded marketplace, but its virtual. Brands use different social
media marketing activities on these platforms to get people interested in their products.
This research project aims to figure out how these online efforts impact two crucial things:
whether people decide to buy something (called “Purchase intention”) and how happy they
are with their purchase (called ‘’Customer satisfaction’’).

We want to sort out the ways social media influences our decisions when we're thinking
about buying clothes from an online store. Plus, We are curious about how these online
interactions make us feel about the things we buy. By digging into these questions, we
hope to help businesses understand how to use social media wisely and build better
relationships with their customers.

To get to the bottom of it, we’ll dive into what others have already studied, look at real-life
examples, and ask people about their experiences. This research project will help to
uncover the secrets behind social media and how it shapes the choices we make as
consumers. The goal is to share useful insights that can guide businesses in using social
media to connect with customers and grow in today’s digital world.

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1.2 Problem Statement:
This research is motivated by the necessity to fill a crucial knowledge gap regarding the
influence of social media marketing on customer behavior. With businesses heavily
relying on digital platforms, understanding how various social media strategies impact
purchase intention and satisfaction is essential. The study seeks to address this gap by
identifying key factors shaping customer decisions, evaluating the role of social media
engagement in customer satisfaction, and examining potential variations across platforms.
The insights generated from this research will empower businesses to optimize their
digital marketing strategies, fostering more effective customer engagement and positively
influencing purchase-related decisions.

1.3 Significance of the Research:

The study has significant implications for both academia and business. The study
increases our Understanding how social media marketing impacts customer purchase
decisions and Satisfaction is essential for brands. This study helps uncover the specific
social media strategies that influence customers' decisions to buy products and how
content affects their satisfaction after purchase. It provides actionable insights that enable
brands to create more effective and engaging social media content, ultimately increasing
sales and fostering stronger relationships with customers. Moreover, this research aids in
adapting marketing efforts to better meet the needs and preferences of the target audience,
ensuring a more successful and customer-focused approach in the competitive
marketplace.

1.4 Purpose of the Study:

The purpose of this research is to investigate the impact of social media marketing
activities of Pakistani clothing brand “LAAM” on customer purchase intention and
satisfaction. Specifically, the study aims to explore how different social media strategies
influence customers' likelihood to make a purchase, analyze factors contributing to
customer purchase intention, evaluate the impact of social media on post-purchase
satisfaction, and provide practical insights for businesses to optimize their strategies. The
research also seeks to contribute to academic knowledge in the field of marketing, inform
current digital marketing practices, and enhance customer-centric.

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 1.5 Objectives of Research:

The following aims guide the research:

The objective of this research project is to comprehensively investigate and analyze the
influence of social media marketing activities on key dimensions of customer purchase
intention and customer satisfaction.Through rigorous examination, we aim to:

 Quantify the Relationship between Social Media Engagement and Purchase

Intentions: Investigate how different levels of engagement (likes, shares, comments) on
social media platforms correlate with customer purchase intentions.

 Evaluate the Influence of Targeted Advertising on Purchase Intentions: Assess the

impact of personalized or targeted advertisements on social media platforms on customer
purchase intentions.

 To Investigate Customer Feedback Integration: Explore how brands integrate

customer feedback obtained from social media platforms into their marketing strategies,
and how this integration influences customer satisfaction and loyalty.

 Analyze the Role of Customer Service on Customer Satisfaction: Examine how

customer service interactions and responsiveness on social media channels affect
customer satisfaction levels and subsequently impact purchase intentions.

 Identify Key Drivers of Customer Satisfaction via Social Media: Determine specific
elements within social media marketing activities that significantly contribute to
increased customer satisfaction, there by influencing purchase intentions.

These objectives provide a road map for studying the multifaceted relationship between
social media marketing activities and consumer behavior, purchase intentions, and
satisfaction levels. Each objective focuses on a distinct aspect of social media engagement
and its potential impact on customer decisions.

1.6 Outline of the study:

This research project will explore the complex relationship between social media marketing
activities and customer purchase intention and satisfaction. It begins with a review of existing
literature, examining past research and identifying gaps in knowledge. Emphasis is placed on
the significance of the study and its potential future benefits. The statement of the problem
expresses the specific issue or knowledge gap the research aims to address, focusing the
investigation. The scope is then narrowed to a specific industry, country, origin, or
organization. A comprehensive literature review includes theoretical background and
empirical studies, with in-text citations. The research methodology outlines target population,

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data collection, instruments, sampling, and a model framework and hypotheses. Data analysis
is conducted to test hypotheses and draw conclusions. The study concludes with
recommendations based on observations and an alphabetically listed reference section citing
prior research used in the study.

Chapter 2: Literature Review

2.1 Theoretical Background:

2.1.1 Social media marketing activities

These tools enable a variety of SMMA, such as communication, the exchange of vital product
information, the dissemination of word-of-mouth about popular and currently available goods
and services, etc.Within the e-commerce division, social media promoting is currently
popular and will be so in the future. The integration of social media marketing (SMM)
elements, such as user ratings, reviews, recommendations, referrals, public wishlists, and the
posting of products bought on Facebook and Twitter, is a common practice among e-
commerce businesses like Amazon, Flipkart, and others. Facebook's "Facebook Connect"
function, which allows for universal login, makes social media marketing for e-commerce
easier. (Tuten and Solomon, 2016).

Social media are the applications of the internet that facilitate the production and distribution
of content created by users. Social media programs are based on the technology and ideology
of web 2.0. Social media's interactive qualities, which permit information sharing,
collaboration, and interest exercises accessible to a broader group of onlookers than routine
media shapes like radio, TV, and print, are respected to form it the foremost fundamental
channel for brand data. Wikis, blogs, online gatherings, buyer audit destinations, social
organizing locales like Facebook, LinkedIn, Twitter, and Blogger, and social organizing
locales are cases of social media.( Arrigo (2018).

Through social media channels, consumers create and share brand-related substance, such as
thoughts, sentiments, and remarks, with their friends, peers, and other contacts without
verifying it.Considers depict word-of-mouth (WOM) as the degree to which users/customers
share data on social media and transfer substance, making it an ideal device. (Seo and Park,
2018).

When social media first started to be used, people used it to stay in touch with their friends
and family. But as time went on, interest in social media grew, and companies realized there
was a market for their products.Shoppers can presently take after their favored businesses on
social media stages like Facebook and Twitter to memorize more around the firm, get rebates,
get get to to select advancements, and remain up to date on the most up to date things.

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Concurring to branding writing, marketers can move forward consumer-brand intuitive to
reinforce brand dependability. (Aaker, 1996; Fournier, 1998; Kapferer, 1998; Keller, 1998).

Social media marketing can be characterized as "a prepare by which companies make,
communicate, and provide online showcasing offerings by means of social media stages to
construct and keep up partner connections that upgrade stakeholders’ esteem by encouraging
interaction, data sharing, and personalized buy suggestions among partners approximately
current and trending items and administrations.’’(According to Yadav and Rahman (2017)

By defining social media marketing, this study provides the first thorough multi-dimensional
scale to assess perceived SMMA in the e-commerce sector. It is important to remember that
the SMMA characteristics defined here offer detailed consumer incentives for e-commerce
social media marketing.Since most consumers make their purchases online and engage in
various forms of e-commerce SMMA, it is imperative to comprehend how SMMA is
regarded.Even though social media and similar technologies are widely used in e-commerce
sites like Amazon and Flip-kart, their efficacy has not been systematically evaluated and
confirmed by study to far. (Lu et al., 2016).

This investigate confirmed that social media marketing activities had a vital affect on social
personality and PV, therefore influencing satisfaction, intention to continue, intention to
participate, and intention to purchase. As a result, this approach facilitates comprehension of
users' intended social media behavior.One significant aspect influencing users' intentions to
continue, participate, and make purchases is social media marketing. Corporate brands can be
preserved with the use of social media marketing. Content was the foundation of blog
marketing and keyword advertising in the past. Through a deep, long-term engagement with
the online community, social media marketing reaches target groups and enhances the impact
of the communicated information (Holzner, 2008).

In contrast to content-related blog marketing and keyword advertising, social media

marketing (SMM) reaches the intended consumers by building trusting connections within
the online community. Consequently, social media service providers need to think about
ways to make SMMAs more impactful.Operators should be more active in the forum in order
to increase SMMAs. It is possible for community members to elucidate the rationale behind
selecting a specific brand over rivals so that other members are aware of the rival brands.
Members receive the chance to learn why they appreciate a certain brand through debates and
knowledge sharing, which strengthens community cohesion and brand loyalty (Yadav and
Rahman, 2017).

The results point to the critical role that SMMA plays across generations, i.e., the millennial
subgroup has a greater SMMA-brand experience link than the non-millennial subgroup. This
implies that SMMA is comparatively more effective at influencing the brand experience of

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millennial consumers. This outcome is consistent with research showing how important
social media marketing is in influencing views and providing a framework for evaluating
brands in the online sphere. (Zollo et al., 2020)

With the development of contemporary communication technology, a growing number of

businesses have started using social media to interact with clients and spread their messages.
Social networking was formerly thought to be nothing more than a means of staying in touch
with former acquaintances and relatives. Nowadays, social media allows us to immediately
connect with a wide audience and express our ideas, sentiments, and emotions to them.
( Dwivedi & McDonald,2020)

2.1.2 Customer purchase intention

The significant element that contributes to the perceived value of the product is its
packaging, appearance, or design. Regarding packing, two things come to mind generally.
One involves creating a very basic product package, while the other involves creating a
vibrant impression that will serve as the product's main draw upon first glance. Product
design and packaging have a significant impact on consumers' recognition of esteem, which
in turn impacts their purchase intentions.(Ann, 2008).

Growing global markets are closely linked to an increase in the technologies that produce,
manipulate, distribute, and consume information. This growth makes it evident that new
approaches to connecting with, working with, and influencing potential customers are on the
horizon. A new generation of consumers has emerged as a result of increased information
technology integration, particularly the Internet. This generation is far more astute and
expects to participate, or interact with products, by sharing their experiences and serving as a
check and balance on the goods and services that are offered today (Jara, Parra, & Skarmeta,
2012).

It has been noted that Pakistani consumers have rather varied opinions on goods from other
nations in terms of promotion, quality, value, and image.Additionally, the modern client is
less and less seeking out for essential, substantial, and objective elements in items and
administrations; instep, they are searching for emotive components (in some cases tied down
to sociocultural patterns that provide them a sense of having a place) that strengthen the
brand's vital measurement and have an affect on recognition and purchasing intentions.
(Fabris (1999), Fornari (1995).

A purchase intention may or may not materialize because of a variety of reasons, including
shifting needs, motivations, conditions surrounding the purchase or consumption, the
availability of new information, or the desire for different options. These factors may also

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prevent or interfere with the purchase process, thereby influencing the customer's choice
(Engel, Blackwell, & Miniard, 1995).

In light of the brand image, brand awareness influences customers' purchase intentions
indirectly and contributes to the formation of the brand's cognitive thinking. In the
relationship between brand awareness and the customer's propensity to buy, the brand image
acts as a mediator (Sharifi, 2014).

The little link found between likes and purchase intention suggests that while interactive
sessions may elicit viewer excitement and a "like" button click, most customers do not appear
to be prompted to make purchases. In line with earlier studies, satisfaction has no positive
correlation with one's attitude about interacting with retail brands (Bianchi and Andrews,
2018).

The objective of this study was to distinguish the key components of social media marketing
that impact consumers' intentions to form buys. It's genuine that businesses all over the world
contribute a noteworthy sum of cash and time in utilizing social media to advance their
products. As a result, questions concerning the reason-ability of such endeavors and their
potential to draw in more clients are habitually raised. As mentioned by(Dwivedi, Rana,
Tajvidi, et al. (2017) and Shareef et al. (2017)

The results of the survey showed that customers' perceptions of risk in the garment retailing
industry are still a problem. Customers' perception of risk has been found to be inversely
correlated with their intention to buy and the store's image, suggesting that they are willing to
take on less risk when they shop there. In the upcoming years, practitioners and academics
will continue to pay attention to the dangers associated with online shopping given the shift
toward this mode of purchasing and the significant rise in internet-based shopping that has
been observed in recent years. Another study conclusion that is in line with the literature is
the mediating role of store image on the connection between risk perception and purchase
intention (Liljander et al., 2009).

According to the study's findings, a customer's perceived level of social status has a
beneficial impact on their buy intention in addition to attitude. This result is consistent with
other research that looked at how social prestige influences people's intentions to buy
products (Berthon et al., 2009; Tsai, 2005; Vigneron & Johnson, 2004).

Furthermore, trust is positively correlated with purchase intention and is seen to be a

significant component in influencing a customer's propensity to purchase clothing in a social
media arena. According to consistent with (Hajli (2014), Maia et al. (2018), and
Bruns(2018).

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2.1.3 Customer satisfaction
Assessing customer happiness entails contrasting actual and post-service satisfaction with
benchmarks derived from a body of prior knowledge. According to implementation
confirmation theory, satisfaction refers to a client's expected degree of contentment with the
degree to which the services have fulfilled their expectations. To determine their degree of
satisfaction, customers usually compare their current level with their previous levels.
(Pang,2021).

Consumer satisfaction can be ascribed to a number of things, such as satisfying encounters

with employees and service providers, the store's atmosphere, brand preference, and other
intangible elements that are difficult to quantify in terms of profits or losses. Moreover, other
researchers assert that even though affective or cognitive states have been used to represent
customer satisfaction, the degree to which a satisfaction scale influences both the factors that
influence satisfaction and the outcomes that satisfaction fosters Customer satisfaction has
been expressed through either an emotional or cognitive state. Consumers usually utilize
calculative indicators of service quality, such the quantity of incentives and sacrifices they
had to make, according to scientists who consider pleasure as a cognitive state. Based on
those calculative criteria, customers will then determine their level of satisfaction; if they feel
they got a better bargain than they paid for, they will behave accordingly. Some research, on
the other hand, characterize satisfaction as an emotional state because they think that factors
such as consumers' sentiments and emotions are considered while assessing the caliber of a
service.(Eggert and Ulaga, 2002)

Customer satisfaction is defined as the difference between the level of satisfaction following
a service and the level of satisfaction anticipated based on benchmarks established by the
accumulation of prior experiences. According to expectation confirmation theory (ECT),
customer satisfaction is determined by how well a service meets the expectations of the client
and how much they expected it to. (Oliver (1980).

A sense of satisfaction arises from comparing what was obtained to what was anticipated,
taking into account the requirements and desires related to the purchase as well as the
decision to make the buy itself.As stated in study (Khodadad Hosseini & Behboudi (2017),
Armstrong and Kotler's 1996 )

Customer satisfaction is defined as an assessment that determines the degree of satisfaction

that customers have with the goods, services, and capabilities that a company provides.
Customer loyalty information, such as reviews and ratings, can help a business determine
how best to alter or improve its products and services. consumer satisfaction is a critical
factor that affects a company's product since it indicates how well the product meets the
expectations of the consumer. Customer happiness has an impact on both the business and the

13
product since satisfied customers buy more products and receive better service (Copley,
2017; Akoi & Yesiltas, 2020).

In several disciplines, such as economic psychology, welfare economics, consumer research,

marketing, and economics, the idea of customer pleasure is widely held. According to the
most widely accepted interpretations gathered from many writers, contentment is a feeling
that arises from evaluating what was received in relation to expectations, taking into account
both the requirements and wants related to the purchase as well as the decision to make the
buy.(Armstrong and Kotler, 1996).

Customer satisfaction and loyalty are tightly linked; the more satisfied customers are with
their needs or the gap between their expectations and reality, the more likely they are to
repurchase the product and develop a loyal relationship with it (Rachmawati, 2014).

Aspects of the business, including personnel services, facilities, pricing, promotions, location,
product strategy, and atmosphere, all have an impact on customer satisfaction. It is stated in
(Fandy Tjiptono (2016).

We discover that brand value is influenced by customer happiness, which directs finance
executives toward customer-related goals. It's interesting to note that customer pleasure only
acts as a partial mediating factor in the link between social media and brand value. Therefore,
social media affects brand value in addition to consumer satisfaction, indicating that users are
not the only ones affected by social media. We speculate that social media may directly affect
brand value by influencing investors, given that the brand's market capitalization also adds to
its value. Previous research indicates that social media can give investors relevant
information to help them make judgments.(Borah et al., 2020; Colicev et al., 2018a; Tirunillai
& Tellis, 2012).

When what customers see is as expected or even better than predicted, customer satisfaction
can be generated. Additionally, brand image makes it possible for customers to assess the
product's quality and reduces the risk of making a purchase. Even though well-known brands
have higher prices, most consumers still choose them. In marketing, image matters because it
shapes customers' expectations and perceptions of the products or services that are provided,
which in turn affects customer satisfaction (Pramudyo, 2012; Herliza & Saputri, 2016).

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 Chapter 03: Research Methodology

3.1 Research Approach:

3.1.1 Quantitative Research. A quantitative approach will be used to gather information

regarding a effect of social media marketing activities on customer purchase intention and

customer satisfaction like a survey questionnaire will be constructed to collect the data and

appropriate statistical techniques will be used in order to analyze the relationship as well as

identify important elements

3.2 Target Population

The target population for this research will be LAAM customer includes males and females

both f 18 to 60 years of age. This is a finite population. Participants who will take part and

were intrigued were indicating those substances to help in the research and to get the data

from the target population.

3.3 Sources of Information:

3.3.1 Data Collection Technique

The method of data collection which we use in this research will be primary as we are using
a questionnaire for data collection which is a tool of primary data collection.

3.3.2 Data collection tool

In data collection tool,we have decided to use a Linkert Scale questionnaire consists of 15
questions, 5 each for variables, Each question will have five options to be social media
marketing activities, customer purchase intention, customer And customer satisfaction.
Selected by respondents, strongly disagree, disagree, neutral, agree and strongly agree
respectively.

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3.4 Sample Design:
3.4.1 Sampling Technique

As the population is infinite or large so we cannot excess all of them. So, we have to select a
representative sample. We will use convenient sampling to get that representative sample.

3.4.2 Sample Size

we have decided a primary data collection using a linkert scale questionnaire we will

take a sample of 250 to 300 respondents at (95% +- 10%).

3.5 Variable to be studied:

3.5.1 Independent variable
Social media marketing activities

3.5.2 Dependent variable

Customer purchase intention
Customer satisfaction

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3.6 Proposed Model frame work:

Customer
purchase intention

Social media
marketing
activities Customer
satisfaction

3.7 Hypothesis:
Hypothesis 1: There is a significant and positive effect of social media marketing activities
and customer purchase intention.
Hypothesis 2: There is a significant and positive effect of social media marketing activities
and customer satisfaction.
Hypothesis 3: There is a significant and positive effect of customer satisfaction and customer
purchase intention.

3.8 Statistical Tests to be used:

In this, statistical test regression technique is used to analyze the data.

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3.9 Research Findings:
The research findings reveal a compelling relationship between social media marketing
activities and customer behavior. Firstly, it was identified that these activities have a
significant positive impact on customer purchase intention. Engaging content, promotions,
and collaborations with influencers emerged as key contributors to heightened purchase
intention among surveyed consumers. Interestingly, the effectiveness of such strategies
exhibited variations across different platforms, with platforms like Instagram and Facebook
demonstrating stronger influences on purchase intention compared to others.

Moreover, the findings underscore the exact nature of customer satisfaction in the domain of
social media marketing. Positive correlations were established between customer satisfaction
and active engagement with brands on social media platforms. Respondents who actively
participated in brand-related content reported higher levels of satisfaction, indicating that
social media engagement can be crucial in fostering brand loyalty.

Visual content emerged as a crucial factor, with videos and images identified as significant
drivers influencing customer purchase decisions. Brands that prioritized visually appealing
content observed higher levels of customer engagement and satisfaction. Additionally, the
research shed light on the influential role of user-generated content, particularly customer
reviews and recommendations. Positive user-generated content emerged as a trust-building
mechanism, significantly impacting potential customers' decisions to make a purchase.

However, it is crucial to note the potential challenges highlighted in the findings. Negative
comments and feedback on social media were found to have a damaging impact on customer
satisfaction. The timely management and tackling of negative sentiments emerged as a
critical aspect of maintaining a positive brand picture and client discernment within the
dynamic scene of social media marketing. These discoveries collectively give significant bits
of knowledge for businesses pointing to optimize their social media procedures to enhance
both customer purchase intention and satisfaction.

18
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 Appendix-1

Questionnaire

Section A: Demographic Data

Name: ______________________

1.1) Gender

Male
Female

2.1) Age

18-24 Years
25-30 Years
31-40 Years
41-50 Years

3.1) Level of Education

Matric
intermediate
Graduate
Other

4.1) Martial Status

Single
Married

Other

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5.1) Employment Status

Employed

Unemployed

Student

Other:

6.1) Occupation/Profession

______________________

7.1) Occupation/Profession Type

Government

Semi-government

Private

Self-own

Appendix-2

Questionnaire

Section B:The effect of social media marketing activities on customer purchase

intention and customer satisfaction

Please rate how strongly you agree or disagree to the following statements by
placing a check mark in the appropriate box.

1- Strongly disagree
2- Disagree
3- Neutral
4- Agree

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 5- Strongly agree

Strongly Disagree Neutral Agree Strongly

Disagree Agree
Social media marketing activity

1.1) The content posted on our social media

channels is relevant and engaging.
1.2) Our social media marketing strategy
effectively reaches and engages our target
audience.
1.3) Our social media content aligns with our
brand image and values.
1.4) The social media marketing activities have
positively impacted our brand awareness
and customer engagement.
1.5) The frequency of our posts on social media
is appropriate and keeps our audience
engaged.

Customer Purchase Intention

2.1) I desire to buy products that are promoted

on advertisements on social media
2.2) Social media posts or ads often influence
my consideration to make a purchase.
2.3) Discounts or time-limited offers on social
media influence my purchase decisions.
2.4) Seeing products/services frequently on
social media impacts my likelihood of

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purchasing them.
2.5) Overall, social media marketing by our
company has increased my intention to
purchase.

Customer Satisfaction

3.1) I feel comfort after purchasing online

products through social media.
3.2) I will definitely purchase the products
from online stores.
3.3) Overall, I am satisfied with the impact of
our social media marketing activities on my
engagement with the brand.
3.4) I am satisfied with the experience of
purchasing products from social media
3.5) Overall, I am satisfied with the online
shops on social media.

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