DRIVERS OF CONSUMER BUYING DECISIONS: MEDIATING ROLE OF CUSTOMER CITIZENSHIP BEHAVIOR

Abstract

Social media marketing & green trust with respect to customer citizenship behavior plays a decisive role in the buying decision-making process of consumers. The study aimed to investigate how social media marketing, green trust and brand image affect consumer buying decisions with the mediating role of customer citizenship behavior. Research was carried out in quantitative approach. The cosmetics industry was chosen at random. Using a convenient sampling strategy, the questionnaire was created to collect data from diversified consumers of cosmetics products in Pakistan. Statistical techniques were used to assess quantitative data. It is found that social media use and brand image have a significant effect on consumers' purchasing decisions. The consumer's purchasing decision is enhanced by positive word-of-mouth, sustainable consumption is virtual over improved digital marketing, which leads to increase in buying decisions to establish long-term relations with their customers. This study was a complete report on Pakistan’s cosmetics industry that be highly beneficial for policymakers & researchers to alter programs and policies according to requirement for achieving goals help digital marketers to keep their firm operating at high level. Managers may build, improve strategies to keep customers satisfy by learning how consumers feel & what they communicate about product's features or performance.