Social Media and Consumer Buying Behavior Decision: What Entrepreneurs Should Know?

Authors

  • Muhammad Imdadullah Bahauddin Zakariya University, Multan, Pakistan.
  • Nuzhat Nasreen Government College University Faisalabad, Pakistan.
  • Rashid Ahmad Bahauddin Zakariya University, Multan, Pakistan.
  • Ehtisham Zafar Bahauddin Zakariya University Multan, Pakistan.
  • Muhammad Mohsin Bahauddin Zakariya University Multan, Pakistan.

DOI:

https://doi.org/10.52131/pjhss.2025.v13i1.2685

Keywords:

Social Media, Consumer Buying Behavior, Entrepreneurship, Gender Differences, Online Purchasing

Abstract

This study aimed to explore the relationship between social media influence, entrepreneurial dynamics and consumer buying behavior. A sample of N=200 adults (n=100 men, n=100 women; 20–40 years old) who were actively engaged on online purchasing were selected through convenient randomized sampling technique. The entrepreneurial intentions were assessed using a 5 point Likert scale, secondly a 22 item scale was chosen to measure social media influence (Khan & Jan, 2019), whereas a 15 item scale Yadav and Rahman (2017) was used to measure consumer behavior. The results proved that social media, entrepreneurship and consumer decision-making are associated with each other, which supported Hypothesis 1. Furthermore, social media and entrepreneurial influence significantly influenced consumer buying decision (Hypothesis 2 has been validated). Moreover, it was found that there was evidence for gender differences (H 3), which explained that women more heavily influenced by social media in purchasing behavior than men. The study highlighted the importance of the role of social media as a consumer behavior trigger and the role of entrepreneurial action in leveraging on that effect. Moreover, the study underscores the imperative for gender sensitive marketing. This research encouraged future research to longitudinally explore and examine how emerging technologies, including artificial intelligence and augmented reality, strengthen those relationships.

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Author Biographies

Muhammad Imdadullah, Bahauddin Zakariya University, Multan, Pakistan.

Assistant Professor, School of Economics

Nuzhat Nasreen, Government College University Faisalabad, Pakistan.

M.Phil. Scholar, Lyallpur Business School

Rashid Ahmad, Bahauddin Zakariya University, Multan, Pakistan.

Assistant Professor, School of Economics

Ehtisham Zafar, Bahauddin Zakariya University Multan, Pakistan.

Visiting Faculty Member

Muhammad Mohsin, Bahauddin Zakariya University Multan, Pakistan.

M.Phil. Scholar, Department of Public Administration

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Published

2025-02-27

How to Cite

Imdadullah, M., Nasreen, N., Ahmad, R., Zafar, E., & Mohsin, M. (2025). Social Media and Consumer Buying Behavior Decision: What Entrepreneurs Should Know?. Pakistan Journal of Humanities and Social Sciences, 13(1), 148–157. https://doi.org/10.52131/pjhss.2025.v13i1.2685

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