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FACTORS INFLUENCING CUSTOMER PURCHASE INTENTION: A CASE STUDY OF SAPPHIRE.
(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-17) AROOJ PRISLA , MEHNAM MIR
Business entities have incorporated their marketing operations into social media as social media continues to expand and become a role of people's everyday life. This has led to social media causing customer engagement which then impacts customer purchase intention. If information is rich in quality, then the customer engages with the brand which further influences the purchase intention of customer. Thus, the main aim of the research is to study the clothing brand sapphire. So, they can use our findings to increase its sales and profit. 290 female customers of Sapphire in Lahore are selected using nonprobability sampling method. Our results provide support for our hypothesize model. Social media marketing of Sapphire and information richness has a positive influence on consumer purchase intention. Social media marketing of Sapphire and information richness has a positive effect on consumer engagement. Consumer engagement (CE) has a positive influence on consumer purchase intention. Research concludes that consumer engagement mediates the relation between social media marketing and consumer purchase intention. Lastly, it concludes that consumer engagement also mediates the relationship between information richness and consumer purchase intention.