Social Media Marketing Revolution in Pakistan: A Study of its Adoption and Impact on Business Performance

Abstract

E-marketing has revolutionized the way businesses interact with their customers, offering a dynamic approach to exploring, creating, and delivering value electronically. Its influence has been particularly profound in Pakistan, where the widespread adoption of the internet has sparked a paradigm shift in the marketing landscape. This paper delves into the motivations behind Pakistani businesses adopting e-marketing strategies. Through a survey of 250 business owners randomly selected from twin cities, Rawalpindi and Islamabad, the study utilizes descriptive statistics to analyze the current state of e-marketing and its potential in the country. The research reveals a commendable level of online marketing proficiency among Pakistani businesses. They are effectively wielding e-marketing tools to attract qualified leads and navigate the increasingly competitive environment. It also sheds light on the critical role of policymaking in fostering further growth and unlocking the full potential of e-marketing in Pakistan. By actively integrating e-marketing tools and techniques across various sectors, Pakistan can take a significant stride towards its vision of becoming a truly digital nation.

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