ARTICLE

NAVIGATING CUSTOMER RELATIONSHIPS UNRAVELING SOCIAL MEDIA MARKETINGS IMPACT ON BUYING INTENTION IN PAKISTANS TOURISM SECTOR WITH BRAND EQUITY AS A MODERATOR

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21 Pages : 299-311

http://dx.doi.org/10.31703/gdpmr.2023(VI-II).21      10.31703/gdpmr.2023(VI-II).21      Published : Jun 2023

Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator

Abstract

    This study aims to investigate the impact of social media marketing (SMM) on Pakistan's tourism industry. For this purpose, a quantitative research methodology was employed, involving the collection of data from 350 residents of Pakistan. The collected data underwent comprehensive statistical analysis, including demographic profiling, reliability testing, descriptive statistics, and correlation analysis, using the SPSS software. Additionally, the Smart PLS 4 software was utilized to apply the Structural Equation Model (SEM) approach to the proposed conceptual framework. The outcomes of this research hold significant importance and applicability within the context of Pakistan's tourism sector. By shedding light on the factors influencing buying intentions, these findings offer valuable insights. The implications of these insights are thoroughly examined, with potential consequences for business strategies, marketing approaches, customer engagement, and overall profitability within the tourism industry.

    Social Media Marketing, Brand Trust, Customer Relationship, Brand Awareness, Buying Intention, Brand Equity

    (1) Muhammad Gulraiz Tariq
    Ph.D. Scholar, Department of Business Administration, Ghazi University, Dera Ghazi Khan, Punjab, Pakistan.
    (2) Muhammad Ziaullah
    Associate Professor, Department of Business Administration, Ghazi University, Dera Ghazi Khan, Punjab, Pakistan.
    (3) Muhammad Aqtab Ahmad
    Ph.D. Scholar, Department of Business Administration, Ghazi University, Dera Ghazi Khan, Punjab, Pakistan.
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Cite this article

APA

    APA : Tariq, M. G., Ziaullah, M., & Ahmad, M. A. (2023). Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator. Global Digital & Print Media Review, VI(II), 299-311. https://doi.org/10.31703/gdpmr.2023(VI-II).21

CHICAGO

    CHICAGO : Tariq, Muhammad Gulraiz, Muhammad Ziaullah, and Muhammad Aqtab Ahmad. 2023. "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator." Global Digital & Print Media Review, VI (II): 299-311 doi: 10.31703/gdpmr.2023(VI-II).21

HARVARD

    HARVARD : TARIQ, M. G., ZIAULLAH, M. & AHMAD, M. A. 2023. Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator. Global Digital & Print Media Review, VI, 299-311.

MHRA

    MHRA : Tariq, Muhammad Gulraiz, Muhammad Ziaullah, and Muhammad Aqtab Ahmad. 2023. "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator." Global Digital & Print Media Review, VI: 299-311

MLA

    MLA : Tariq, Muhammad Gulraiz, Muhammad Ziaullah, and Muhammad Aqtab Ahmad. "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator." Global Digital & Print Media Review, VI.II (2023): 299-311 Print.

OXFORD

    OXFORD : Tariq, Muhammad Gulraiz, Ziaullah, Muhammad, and Ahmad, Muhammad Aqtab (2023), "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator", Global Digital & Print Media Review, VI (II), 299-311

TURABIAN

    TURABIAN : Tariq, Muhammad Gulraiz, Muhammad Ziaullah, and Muhammad Aqtab Ahmad. "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator." Global Digital & Print Media Review VI, no. II (2023): 299-311. https://doi.org/10.31703/gdpmr.2023(VI-II).21