Abstract

<p><strong>Background:</strong> The usage of social media is increasing exponentially to satisfy the social needs of internet users; at the same time, it has also increased the opportunities for corporations to market their products &amp; services in a personalized way. The record shows that social media has contributed significantly to changing the perception of customers in the buying process. Organizations can’t ignore the growing importance of social networking sites on the buying behavior of customers.&nbsp;</p>
<p><strong>Aims and Methodology:</strong> This study is an attempt to examine the extent of social media in making /influencing the buying decisions of customers and to explore the antecedents of social media marketing in the faraway district of Khyber Pakhtunkhwa, Dir Upper. The study was aimed at three points (i) to study the influence of social media on consumer buying behavior, (ii) to investigate the awareness of the customers about social media marketing and, (iii) to study the perception of customers towards social media marketing practices used by marketers.&nbsp; To achieve the study objective, a descriptive research design was used &amp; a close-ended questionnaire was used based on prior literature and to collect the primary data from social media users.</p>
<p><strong>Results:</strong> A total of 100 participants take part in this online survey out of which 91% were male and 9% were female. Further, the participant was classified into age, education, and monthly income as shown in the table. The majority of respondents were graduate 36% and 34% of the respondents belong to the age group of 30-35 years old. The monthly income for the respondents was found &lt;15000 in 22 % while 15000-30000 in the respondents were 32%. Out of the total respondents, 76% respondents were aware of social media so further study was conducted with this group of people only.&nbsp;&nbsp;&nbsp;</p>
<p><strong>Conclusion:</strong> The conclusions of the paper reveal the attitude of customers toward social media marketing. The majority of the internet users of Dir Upper were aware of social media &amp; they are using it also, so it can be the best tool for brand promotion if used efficiently. Social media not only make customers aware of brands, but customers also prefer the brands advertised through social media while making their final purchase. Customers have a positive perception of social media marketing practices; they consider social media advertising more interesting, innovative, informative, and interactive as compared to traditional advertising</p>