SOCIAL MEDIA USAGE AND SATISFYING CUSTOMER EXPERIENCE AS DRIVERS OF PURCHASE DECISION AMONG POTENTIAL BUYERS: AN EVIDENCE FROM UNIVERSITY GRADUATES

Abstract

Present study investigates the impact of social media usage and satisfying customers experience on purchase decision among potential buyers by taking 315 observations from public sector universities of Southern Region, KP, Pakistan. The study has used quantitative research design following by descriptive and causal research approach. Data was collected from primary source by utilizing questionnaire as data collection instrument. Descriptive, reliability, correlation and regression, statistical tools are employed to get empirical evidence in present study. Results revealed a significant positive impact of both, social media usage and satisfying customers’ experience on purchase decision among university graduates in the present study context. Based on findings, it is suggested to marketers, business people and policymakers to be more creative and innovative in making new strategies so as to create and influence purchasing decisions.