Direct Social Media Marketing Impact on Consumer Decision-Making Process in the Karachi Marketplace: Implications for Sustainable Development Goals (SDGs)

Abstract

This study, which had its main focus on Karachi, examined how social media marketing with the sustainable development goals affected customers' choices of which businesses to support. To this end, three distinct goals were established: determining the impact of social media marketing on consumers and how it influences their intentions to make purchases; evaluating the effect of social media marketing on actual customer patronage; and determining the influence of social media marketing on repeat purchases and the decision-making process of consumers. Standardized surveys were used to collect information in order to meet the predetermined goals. 120 survey participants provided the data needed for study. Regression analysis demonstrated the significant influence of social media marketing on customer intention to patronize, consumer patronage, and repeat purchase. According to the study's results, small business owners are encouraged to significantly depend on social media campaigns to efficiently convey information about their products and services to social media users with the sustained decision. Before accurately completed copies were put into the SPSS computer for analysis, the bulk of the questionnaires were delivered, retrieved, and sorted. The collected data were tabulated and charted, and then comprehensive explanations were given. Small business owners should frequently engage in social media interactions to showcase the benefits of their products and services to gain the trust of potential clients. Owners of small businesses should try to provide clients with an excellent experience when they do business with them.