Role of social media marketing towards consumer purchase Intention in comparison with traditional marketing communication mix

Abstract

In today’s era the social media marketing practices and traditional selling ways have become the most essential tools to influence consumer purchase intention, for the organizations. Social media marketing and traditional selling, proposes greater and higher opportunities to different businesses in order to get more successful, and compete competitors in global market. All the marketing activities carried by social media and traditional selling allow organizations to influence directly to the consumer purchase intention. The current study aims to determine which of the component would have the greater impact on consumer purchase intention. Telecom sector has been selected to conduct the research. The result of the study depicts that we can’t completely negate the importance of traditional selling, since marketing has its basis in it. But now it’s the time of social media marketing. The companies as well as the customer prefer social media marketing tools more as compared to the traditional marketing. The small effort has been conducted which supported the literature of the current research. In the end the conclusion and the recommendation for the future are suggested.