Maximizing Social Media Values to Enhance Customer Commitment in Pakistan's Retail Sector
DOI:
https://doi.org/10.59075/3rhcjh80Abstract
This research focuses on identifying and examining the factors contributing to consumer engagement in the Pakistani retail sector. The retail industry is a major landscape that is executing the changing context in the current digital era. The Source Appearance (SA), Self-Influencer Congregant (SIC) and Visual Content (VC) are the independent variables, that have an impact on the dependent variable of Customer Engagement (CE) in retail industry growth. The nature of the research is quantitative. A correlational structure was used. We got our data from a total of 100 people. We used Smart PLS (partial least square) to determine the relationship between components in our study. The study shows that the individual value of VC is enough to justify that it cannot generate social media engagement. The results reveal that without a pleasing SA and positive SIC, social media users skip the ads by perceiving them to be irritating or interruptive.
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