Word of Mouth or Word of Mouse: An Analysis of Social and Conventional Media on Consumer Behavior in Pakistan

The recent development in telecommunication and information technology has transformed world into a global village. There has been a drastic and dramatic change in communication in the business world. The social media is replacing the conventional and traditional ways of doing business. Social media has emerged as an influential communication tool for business organizations. The current study examines the role of social and conventional media on consumer behavior in Pakistan. The study use qualitative research approach to examine consumer behavior towards shopping in large supermarkets in Lahore. Interviews were conducted with respondents from various walks of life to analyze their perceptions towards social media versus conventional media to seek information for shopping in the superstores in Lahore. The information collected through interviews is analyzed qualitatively to extract useful findings in this study. The study found social media as an important and more efficient source of information as compared to conventional media to influence consumer shopping behavior. The study recommends use of social media to shape favorable consumer behavior in the context of Pakistan.