Impact of Social Media Usage and Brand Attitude on Purchase Intention in the Context of the Pakistani Mobile Market


  • Wasif Afzaal Taseer ShotGun Ammo Factory (SGAF) POF/WIL


Brand attitude, Social media usage, Purchase Intention, Mobile phones


Purpose: The purpose of the study is to gauge the impact of brand attitude and social media usage on the purchase intention of mobile phones in the context of the Pakistani market. (The study population was Rawalpindi/Islamabad and Wah cant whereas the sample size was 450)

Design/ Methodology: The research collected data about mobile phone user and their purchase intention during the COVID-19 period.

Findings: The findings indicate that the constructs of brand attitude (BA) and social media usage (SM) both show a positively significant relationship with purchase intention (PI).

Implications: The current research will facilitate mobile manufacturers to keep track of their sales indicators as well as to have a watchful eye on their competitors. Mobile phone users are increasing exponentially globally since the business norms are running on mobile phone, not to mention offices and education is now part of social media group.

Limitations: The study can be extended to other cities of Pakistan while including semi-urban areas to widen the scope of research in the future.


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How to Cite

Wasif Afzaal Taseer. (2022). Impact of Social Media Usage and Brand Attitude on Purchase Intention in the Context of the Pakistani Mobile Market. UW Journal of Management Sciences, 6(1), 83–94. Retrieved from