THE INFLUENCE OF SOCIAL MEDIA MARKETING PLATFORMS ON CUSTOMERS’ PURCHASE DECISION OF TV DECODER: A CASE STUDY OF AZAM MEDIA LIMITED.

Abstract

ABSTRACT In today’s digital landscape, social media plays an influential role in consumer behavior, particularly in the electronics market. With the growing presence of social media platforms, brands like Azam TV are exploring how these platforms can impact the purchasing decisions of customers. Understanding the extent to which social media influences different stages of the buying process, attention, interest, desire, and action, is essential to maximizing customer engagement and driving sales. This study investigated the impact of social media on consumer purchasing decisions for Azam TV decoders, focusing on four stages of the decision-making process: attention, interest, desire, and action. Using a quantitative approach, data were gathered from Azam TV customers who engage with social media, and regression analysis was employed to test the hypotheses. The results for attention (H1) revealed a significant positive effect, with a regression coefficient of 0.582 (p = 0.020), indicating that social media successfully captures customer attention, sparking potential interest in the decoder. Similarly, for interest (H2), a positive relationship was identified (coefficient of 0.510, p = 0.038), showing that engaging social media content fosters customer interest in the product. Further analysis confirmed that social media significantly influences customers' desire (H3) to purchase, with a positive effect (coefficient of 0.480, p = 0.045), suggesting that strategic marketing on social platforms effectively converts interest into desire. Finally, the study found that social media also impacts customers' actions (H4) in the purchasing decision, with a coefficient of 0.530 (p = 0.025), supporting the role of social platforms in encouraging purchases. The study concludes that social media platforms are powerful tools in guiding customers through each stage of the purchasing decision process for Azam TV decoders. Social media’s influence on attention, interest, desire, and action emphasizes the need for Azam TV to maintain an engaging and informative social media presence. Recommendations include leveraging targeted social media campaigns, optimizing content for different customer stages, and enhancing customer interactions to reinforce purchasing actions. Further research could explore long-term customer retention through social media engagement and the impact of specific social media features on consumer behavior.

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