Social Media Marketing in Pakistan: Trends and Impact

Abstract

Internet is the rapidly grown and emerging technology closing the gaps of distances between the people all across the globe and effectively replacing the traditional ways of advertising. Social Media are new emerging trends. Due to the high rush of audiences this media is being targeted by the various advertisers. Social media marketing is the emerging and rapidly gown new concept in which attention is gained by the use of social media.

Purpose of this study is to explore out the awareness and usage trends of social networks in Pakistan. Also it tries to identify what age group spends how much time on internet, their awareness about social media, and primary reasons for using social networks. Finally this paper tries to explore out the understanding of the Pakistanis towards social media advertisement, what types of communications attract them and their influence on their behaviors. Primary data was collected through adapted research questionnaire. Questionnaires were floated online; Google Docs, emailed and were also filled by person. Analysis has been done using cross tabs and frequency tables. Findings suggest that facebook is the mostly used social network having well communicated and very effective ads. Results show that there is great opportunity to use facebook as a new medium to aware customers about the new products. Findings also suggest that there is an increasing trend of social networks usage in Pakistan. Not only among the age group of 18-25 but also in the adults of 50 and plus. This study can help to understand and design the effective communication strategy to reach the target market in Pakistan, using social media networks.

Keywords: social media marketing, facebook, marketing trends, facebook advertisement