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Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement

Nima Barhemmati and Azhar Ahmad
Universiti Kebangsaan Malaysia (UKM), The National University of Malaysia
Abstract—Social Network Marketing (SNM) has been among the most successful tools in advertising. Knowing how marketing tools can boost number of sales is every marketer’s main goal since it can boost the profitability of a company substantially. This study is aimed to examine how SNM will influence the ultimate consumer purchase behavior among people who often use social networking websites and to investigate the predicted relationships among social network marketing activities, customer engagement and consumer purchase behavior. A quantitative survey was conducted among 50 respondents in the campus of National University of Malaysia (UKM). The results showed positive relationships between customer engagement of social networking and their purchase behaviors.
 
Index Terms—customer engagement, emotional bond, marketing, purchase behavior and social network

Cite: Nima Barhemmati and Azhar Ahmad, "Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement," Journal of Advanced Management Science, Vol. 3, No. 4, pp. 307-311, December 2015. doi: 10.12720/joams.3.4.307-311
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