AN ANALYSIS OF SOCIAL MEDIA MARKETING IN DEVELOPING CONSUMER BRAND ENGAGEMENT AND REPURCHASE INTENTION EVEDANCE FROM PAKISTAN

Abstract

The objective of this paper was to fill the space that no major research has been done on the influence of social media marketing in developing consumer brand engagement and repurchase intention. A quantitative study was done in Pakistan to attempt to fix that problem. The study's primary data was acquired through the use of a questionnaire, with a sample population of roughly 310 people, including government employees, private employees, business owners, and students. CFA and SEM (Hypotheses testing) revealed that there is a significant positive relationship between variables SMM, CSR, EWOM, CBE, and RE after controlling for demographic characteristics (i.e. age, gender, education, qualification, and degree of experience). Both practical and theoretical consequences are examined, and limitations and future implications are discussed at the conclusion of this work.