The effect of social media on purchase intention: A comparison of Turkish and Afghan social media users

Emergence of internet and especially social media the communication of consumers and marketers have changed. Social media websites attract millions of users, many of whom incorporated the sites into their daily lives and business practices. Besides, social media provide possibilities to the operators to connect with peers by adding them to communication network membership, which enables communication, particularly among peer groups. In the recent years media had enormous changes. As the number of internet social media users are increasing worldwide, the communication manager has to understand the online practices of consumers. Growth of intentions on global development and high-cost use of technology in marketing, advertising and promotion, the way in which firms focus on consumers had changed. Now the question arises: what are the effects of social media on consumer intention to purchase? And what are the differences and comparisons between Afghanistan and Turkey? This field study will provide an appropriate answer to this question and related questions. This study aims at examining Role of Social Media Peer Communication Impacts on Purchase intention. Specifically, the objectives are understanding implication of gender, level of education and occupation on usage of social media as well as analysis of above in context of Afghanistan and Turkey. Findings suggest that less time is spent on use of social media in Turkey as compared to Afghanistan. Furthermore, Instagram is more popular amongst male and female in Turkey whereas Afghans male and female mostly prefer Facebook. In both countries social media is used for communication and entertainment purposes. Furthermore, Facebook is only popular amongst high schoolers in Turkey whereas, in Afghanistan individual in with higher caliber are fond of Facebook. Both categories use social media for entertainment and communication. In both countries employees are less interested in LinkedIn which is platform for jobseekers and professionals. On the other hand, in both countries employees are more interested in Facebook and Twitter. A major difference in this regard is that Turkish employees spend less time in social media as compared to Afghan employees. However, students in both countries use Facebook. According to findings use of social media leads to purchase intention at a significant extend in Turkey. Identification of peer group, product attitude, and product involvement highly contribute to this significant effect. In the case of Afghanistan findings suggests a significant and insignificant positive relationship between use of social media and purchase intention. Variables contributing to positive relationship are peer communication, product attitude, product involvement and need for uniqueness. Whereas peer Tie connection and peer identification have positive relationship but insignificant effect.