Literature users of social are only observersLiterature users of social are only observers

Literature Review:The literature review in our study has been divided in three parts:l Social Media & Social Network MarketingThe word social media is used as “internet based services and mobile services that allow customer to engage in online exchanges”including blogs,wiki,social networking websites and media sharing sites(eg:YouTube).In 2016, Merriam-Webster defined social media as “Forms of electronic communication (such as Web sites) through which people create online communities to share information, ideas, personal messages.After the technological revolution around the world,Social media has flourished in every domain of communication. The rise of social media influenced the companies to create contacts with their customers and offered fast and quality services to their customer which satisfies customer effectively (Kahle, Valette-Florence, & Ebrary, 2012).Social networking operates through different social media sites which empower users to developed their profiles accounts and also share knowledge, interact and contact with each other with in the same domain (Kaplan & Haenlein, 2010). Social network is the tool of strategic marketers because these social network is commonly used by every individual and thus they use it for advertising.thus,the functionality of social network is totally depends on the strategic marketers, who have option to exploiting and optimizing the room for promotion and modify the room for advertisement according to the need and demand of their targeted customers.the research on social media is divided consumers as either participator who are posting feedback in the form of comments or observers who only watch the post on the company’s page (Schlosser, White, & Lloyd, 2006; Shoa, 2009).In 2010, it was research that approximately 54% users of social are only observers instead of active contributors who actively participate on social media via their comments and feedback. However after some time this fact has changed and many users becoming customer and active participator(Ngai et al., 2015).If we talk about the users of internet in Pakistan they are more likely to us entertainment sector. This mean that Pakistan is at par with other countries when we talk about the usage social media. There is a few research in Pakistan which are focusing on consumer buying decision.l Consumer Purchase IntentionIn the marketing field, advertising and selling, it cannot be argued that buying intention tends to occur at the stage of decision-making process where the customer has developed a willingness to proceed concerning a products or brand (Dodds, Monroe, & Grewal, 1991; Wells, Valacich, & Hess, 2011). this intention of purchase is a vital indicator for analyses consumer buying can extant the likelihood of a customer to buy a respected product. Higher the intention of buying,higher the customer’s willingness to purchase that product.In a recent research directed by Mirabi akbariyah and Tahmasebifard (2016), it is observed that elements such as product quality , brand and advertisement can be the major element that contribute to consumer’s buying intention(Faqih, 2013). The growth of social media like Twitter,Facebook,Instagram and Youtube has offered users with opportunities to share the knowledge about different products and brand used. In the results other consumers also aware through that information and the become more informative about that product features and attributes before making any purchase (Ahmed & Zahid, 2014). l Consumer EngagementThe word consumer engagement refers to the ” level of a consumer’s cognitive,emotional and physical presence in their relationship with a organization and their product and services”(Patterson, Yu, & De, 2006, p.3).The synonym of consumer engagement is consumer involvement while purchase product and services.Through consumer engagement marketers also forecast business performances.Marketers always tried to engage customers while using innovative techniques of marketing and advertising because engaged customers are more loyal and emotionally connected to the organization. Hypothesis Development and Conceptual Model1. Social network marketing and consumer purchase intentionNowadays all over the world there is a lot of competition among companies to enter into the market.because of this marketers always use different ways of marketing in order to attract customers and to make them loyal towards brand, some of the marketers are using traditional marketing tools which may generate not enough revenue for their respective companies so marketers need to find out new and innovative ideas in order to boostup their revenues.there are different techniques which marketers are used such as events, direct marketing, internet marketing and social media marketing. Social media marketing is one of the most desired tool for promoting products and services, because social media marketing is easily accessible and has high usage rate throughout the world.therefore businesses are using social media to connect 24/7 with their targeted customers (Keller, 2008; Kotler & Keller, 2007).Other than the high usage rate social network marketing also provide fast and viral facilities while offering products and services and this can developed consumer purchase intention. Pjero and Kercini(2015) in their research focusing on social media and its impact on consumer buying decision.they also observed that the information we get from social media and internet can positively influence the purchase intentions of consumer. Customer can also influenced other user through eWOM (electronic word-of-mouth).Same in the Pakistan the trend of Social network marketing is spread rapidly. In a study which is conducted by Pakistani researcher Bilal Ahmed and Shahzad(2016) reported that Pakistanis are also using social mediums while gathering information about different products, brands and services before making purchases and the most of them are using the platform of Facebook.Pakistan advertisers’ society(2016) reported that the sales of ice-creams,cosmetics,carbonated drinks and other summer products are increasing as compare to last year and this is done because of social media marketing. Based on these finding the hypothesis is developed as below:  H1: social network marketing has positive impact on consumer buying intention 2. Social network marketing and customer engagementNowadays in the market there is a vast range of products which create issue for marketers and companies to engage the costumer through their product.So companies need to utilize the influence of social media in order to engage customer towards their product instead using social media just for the sake of promotion (Forbes, 2015). by providing value addition we can engage costumer through social media. In 2009 Rae and Harris(2009) stated in their research article that in the future social media will be the significant tool for marketing and this has proven correct today.The different social media sites help companies to interact with customer through novel and innovative way.According to the CFO of Bonobos(Men’s clothing firm) “if someone comments a query on our social media page, we get back to them and quickly”. based on these arguments, the formulated hypothesis is as fellows:  H2: Social network marketing has a positive impact on costumer engagement 3. Customer purchase intention and customer engagementIf there is emotional relationship between companies and buyers(i.e by engaging the customers) then companies achieve relationship marketing objectives.through this companies can easily influenced customer to buying product and services.Studies find that the highly engaged customers bring 23% more profits.and this also increasing the customer’s lifttime worth which we measure from the customer life time value method.Along this highly enagaged customer also persuade their family members and friends to become the customer of that respective company(Magneto,2015). Based on the findings the formulated hypothesis is : H3: Customer engagement has a positive impact on Customer buying intention Following is the theoretical framework which posit that Social network marketing has a positive impact on customer intention and customer engagement is developed, as is illustrated in figure 1.      l Demographics of Respondents VariablesCategoriesFrequencyPercentageAge18-2526-3536-4546-55  GenderMaleFemale  IncomeBelow 10,00010,000-20,00020,001-30,000Above 30,000  OccupationStudentEmployeeBusinessmanOthers  Social networkSites usedFacebookTwitterInstagramLinkedInOthers  Average time spentOn social network sitesLess than 1 Hour1-3 HourMore than 3 Hour   *Most of the respondent are using Facebook  l Results