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    Customer Perception Towards Social Media Marketing of Electronic Products in Pakistan

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    Madiha Rasheed
    This study examines customer perception of social media marketing of electronic products in Pakistan. It finds that providing accurate information and entertainment on social media can positively influence customer perception. Specifically, the study found that accurate information and entertainment on social media lead to higher customer attention and better perception of brands. The researcher used a quantitative survey method with 103 respondents to understand how factors like information, entertainment, privacy and brand consciousness impact customer perception of electronic product marketing on social media in Pakistan.

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    Customer Perception Towards Social Media Marketing of Electronic Products in Pakistan

    Uploaded by

    Madiha Rasheed
    602 views13 pages
    This study examines customer perception of social media marketing of electronic products in Pakistan. It finds that providing accurate information and entertainment on social media can positively influence customer perception. Specifically, the study found that accurate information and entertainment on social media lead to higher customer attention and better perception of brands. The researcher used a quantitative survey method with 103 respondents to understand how factors like information, entertainment, privacy and brand consciousness impact customer perception of electronic product marketing on social media in Pakistan.

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    This study examines customer perception of social media marketing of electronic products in Pakistan. It finds that providing accurate information and entertainment on social media can positively influence customer perception. Specifically, the study found that accurate information and entertainment on social media lead to higher customer attention and better perception of brands. The researcher used a quantitative survey method with 103 respondents to understand how factors like information, entertainment, privacy and brand consciousness impact customer perception of electronic product marketing on social media in Pakistan.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    602 views13 pages

    Customer Perception Towards Social Media Marketing of Electronic Products in Pakistan

    Uploaded by

    Madiha Rasheed
    This study examines customer perception of social media marketing of electronic products in Pakistan. It finds that providing accurate information and entertainment on social media can positively influence customer perception. Specifically, the study found that accurate information and entertainment on social media lead to higher customer attention and better perception of brands. The researcher used a quantitative survey method with 103 respondents to understand how factors like information, entertainment, privacy and brand consciousness impact customer perception of electronic product marketing on social media in Pakistan.

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    Customer Perception Towards Social

    Media Marketing Of Electronic


    Products In Pakistan
    An Exploratary Study In Context Of
    Pakistan
    Madiha Rasheed
    MBA 14224
    Why I Choose This Study?
    Why I choose
    this Study?
    Social Media
    Provides
    interaction
    between Brands
    And Customers
    Online
    Activities
    Influence Brand
    Perception
    Easuly
    Accessible
    Electronic
    Products on
    social media
    networks
    Personal
    Interest
    Rationale of the Study






    Research Gap:
    Limited studies on marketing of electronic products on social media
    networks in context of Pakistan.
    Theoratical Contribution:
    Pioneer quntitative study highlights that social Media Marketing in
    Pakistan of electronics industry is an important variable to be measured
    according to customer perception. In particular, accurate provided
    information and entertainment on social media can lead to higher
    customer attention.
    Practical Contribution:
    Based on the findings the study suggest that accurate information,
    Privacy and trust factors leads to higher customer attention bringing a
    company greater loyalty and improved margins.
    .
    Significance Of Study

    Effectiveness for electronic products brands using social
    media networks in reaching their customers perception.
    Importance of accurate information, privacy and
    entertainment for social media marketing
    Innovative approaches in reaching their target customers
    Social media helps organizations to differrentiate
    themselves according to customer perception.
    Objective of the Study

    The main objective of the study is that how customer perceives the social
    media marketing regarding electronic products in Pakistan.

    Sub- objectives
    To know preference of the customers towards social media marketing.
    To investigate the effect of social media marketing of electronic products
    towards customers.
    Their commitment with the brands of electronic products.
    To dteremine the factors how information, entertainment and privcy effects
    on customers of electronic products.

    Theoratical Framework
    INFORMATION
    ENTERTAINMENT
    BRAND
    CONSCIOUSNESS
    TRUST
    Privacy
    CUSTOMER
    PERCEPTION
    Research Paradigm Positivism
    Reseach Method Quantitative
    Sampling Unit Users of social media networks
    Sampling Technique Convinient sampling
    Sample Size 76 Male
    27 Female
    103 respondents
    Data Collection Methods Online Questionaire Survey
    Data Analysis Reliability Test
    PCA (Principal Component Analysis)
    Regression Analysis
    Software SPSS
    EMPIRICAL FINDINGS

    Table 1.1 Demographic Profile Of Respondents
    Respondents
    Demographics
    Frequencies Percentage

    Gender
    Male
    77 70.6
    Female
    32 29.4

    Age Group
    Younger than 16.
    09 8.3
    18 to 25
    40 38.7
    25 to 35
    50 45.9
    35+
    10 9.2

    Status
    Student
    25 22.9
    Part Time Job
    12 11.0
    Full Time Job
    45 41.3
    Entrepreneur
    11 10.1
    Free
    18 14.7



    Table 1.2 Reliability Test
    Constructs Crosbach.s Alpha No. of Items
    Customer perception 0.79 9
    Brand consciousness 0.87 2
    Information 0.86 2
    Trust 0.89 2
    Entertainment 0.92 2
    It shows Internal reliability of the instrument was checked by using Cronbachs alpha. The standard value of
    reliability is 0.9 and results indicate data is reliable.
    Table 1.3 KMO and Bartletts Test
    Constructs No. of Items KMO Measure of
    Sample
    Adequacy
    's Test of
    Sphericity Chi-
    square
    Bartlett's test of
    Sphericity Sig.
    Customer
    Perception
    9 .632 63.015 .000
    Brand
    Consciousness
    2 .600 45.562 .000
    Trust 2 .612 10.544 .000
    Information 2 .650 12.897 .000
    Entertainment 2 .601 11.869 .000





    Table 1.4 Regression Analysis
    Regression Coefficient Standard Error t-Ratio
    Constant 7.98 .181 .312
    Privacy .006 .035 .071
    Brand Consciousness .143 .058 1.469
    Trust .020 .055 .192
    Information .281 .055 2.776
    Entertainment .192 .055 1.937
    Table 1.5 Necessary Statistics
    R
    2
    Adj. R
    2
    F-Statistic Prob. (F-Statistic)
    .232 .194 6.150 .000
    Conclusion
    Social Media Marketing in Pakistan of electronics industry is an
    important variable to be measured according to customer
    perception.
    In particular, accurate provided information on social media can
    lead to higher customer perception.
    Accurate Entertainment also leads to higher customer attention
    bringing a company greater loyalty and improved margins.
    The customer perception towards social media marketing is positive
    and significant in Pakistan. Yet, social media networks plays
    stronger role to meet customer attention in electronics Industry


    THANK YOU

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