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Design/methodology/approach – For examining the mentioned purpose, empirical research was conducted on the telecommunication sector of Afghanistan. Social media users formed the study population, following the telecommunications companies' social media accounts in the capital Kabul. A self-managed online survey was administered using the convenience sampling method. A total of 4oo valid responses were taken for analysis as the sample of the study. The collected data was analyzed using the IBM SPSS Statistics 25 to test the suggested hypotheses. Frequency analysis, correlation analysis, and linear regression analysis were used to analyze the obtained data.

The Impact of Social Media Marketing on Customer Inspiration and Customer Purchase Intention: A Case Study on Kabul-Afghanistan Telecom Industry