Abstract:
The present study focuses primarily on finding the relation of the social media
and its effect on consumer trust, perceived value and perceived risk. The study has been
conducted on a local company called Daraz.pk. The study has been conducted on a
random sample of 250 consumers using daraz.pk services. The methodology is
exploratory and descriptive in nature. It used one sample t test to conduct analysis. The
reliability was analyzed through runs test in SPSS. The main objectives of the study were
to know the importance of the role of social media in the process of selling the products
through Daraz, to explore the significance of the social media in the buying and purchase
of the online products through Daraz, the impact of the social media with reference to the
consumer behavior and finally to explore the methods of the advertisements and related
marketing ways in shaping the behaviour of the customers. The results of the study
reflected that Social media openness positively influences consumer’s trust in social
media. The overall results reflected the behavior of general consumers in Pakistan.
