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Impact of Social Media on Purchasing Decision of Consumerwith Special Reference to Lahore, Pakistan

 Muhammad Yasir Rafiq and Abdullah Malik

 Electronic word of mouth (E-WOM) has very significant impact on purchasing decision of buyers, product awareness, connecting business and marketing. The objective of this research was to explore how social media influence on purchasing decision of consumers. A structured, self-administered questionnaire distributed among 2,500 citizen of posh area of Lahore. Of them, 1,366 questionnaires were used for analysis. This study is descriptive in its nature, we have used frequency distribution and bar graph technique to obtain the results. There were 694 (51%) males and 672 (49%) females participated. It was revealed from findings that both male and female prefer YouTube and Facebook for social networking. On the basis of results, various recommendations were made; online marketers, vendors, executives and marketing managers should deeply understand advantages, benefits and tools of social communications. Moreover, they should apply social media effectively and efficiently to promote their products, sustain their existing customers, attract more potential buyers and increase their sale in order to achieve their ultimate goal i.e., profit.