Open AccessSocial Commerce Marketing Activities Participation Among University Level Students in Pakistan
Author(s) -
Muhammad Irfan,
Hamid Ullah
Publication year - 2021
Publication title -
journal of business and tourism
Language(s) - English
Resource type - Journals
eISSN - 2521-0548
pISSN - 2520-0739
DOI - 10.34260/jbt.v5i2.146
Subject(s) - structural equation modeling , sample (material) , test (biology) , construct (python library) , data collection , social media , psychology , social media marketing , marketing , sociology , digital marketing , computer science , business , social science , statistics , mathematics , world wide web , paleontology , chemistry , chromatography , biology , programming language
We live in the era of information communication society, where people are connected more than ever. Social media is becoming most trustable tool after word of mouth. The aim of this study was to examine participation of university level students in social marketing activities. The sample consisted of total 281 students, determined by circumstantial method. Questionnaire developed by the work of using the research of Korkmaz (2013), was used as data collection tools. Significant level was accepted as p<0.05 in statistical analysis. Independent t test, and structure equation modeling were used to assess the relationship among latent construct. Consequently, significant