Pages: 50-58

Abstract

The current study was done to identify the effect of the sales promotion, price discount, and the social media on the consumers’ purchase intention. Also, the moderating effect of the social media on the relationship between the sales’ promotion and the consumers’ purchase intention was investigated. The students of Gujranwala university in Pakistan were the participants of this study. The data were collected using the simple random sampling and through the questionnaire technique. Two hundred fifty questionnaires were distributed among the students. The confirmatory factor analysis and the structural equation model technique was used to analyze the data. The results indicated that the sales’ promotion and the social media had a remarkable and positive effect on the consumers’ purchase intention. Contrarily, discount had no effect on the consumers’ purchase intention. In addition, social media moderated the relationship between the sales’ promotion and the consumers’ purchase intention. In most of the research studies, the moderating effect of the social media has been ignored in the prior studies, and the current study has filled this gap. The present study had some limitations, and at the end of the paper, further suggestions have also been provided.