The Influence of Social Media on Purchase Decisions of Internet of Things (IoT) Devices

Shama Siddiqui, Anwar Ahmed Khan, Muhammad Azhar Hussain, Waheeduddin Hyder, Muazzam Ali Khan Khattak


Today, social media advertisements have been playing a vital role in developing brand awareness and governing consumer purchase choices. This study investigated the role of social media advertisements in influencing consumer purchase choices of Internet of Things (IoT) devices at four universities in Karachi, Pakistan. The survey study was conducted by selecting 100 students using simple random sampling. Frequency distribution analysis of the survey responses was performed, and correlation and regression analyzes performed to identify the impact of various variables on the purchase decisions of students. From the demographic variables, income was found to be positively associated with the purchase of IoT devices, whereas no correlation was found for the influence of age or gender. Moreover, students’ responses indicated that their purchase choices were influenced by social media advertisements and online reviews. However, the limited present use of social media by the IoT companies has also been highlighted as majority of the participants indicated that the IoT advertisements over social media are uncreative and that much awareness about IoT products was not created via social media. The findings are expected to help the IoT sector develop efficient social media marketing strategies.


Keywords: Internet of Things, students, social media.

Full Text:



KIM S. A. Social Media Algorithms: Why You See What You See. Georgetown Law Technology Review, 2017, 2.

VRONTIS D., MAKRIDES A., CHRISTOFI M., and THRASSOU A. Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 2021.

BIN ZIKRIA Y., ALI R., AFZAL M. K., and KIM S. W. Next-generation internet of things (IoT): Opportunities, challenges, and solutions. Sensors, 2021, 21(4): 1174.

SHAIKH H., KHAN M. S., MAHAR Z. A., ANWAR M., RAZA A., and SHAH A. A conceptual framework for determining acceptance of internet of things (IoT) in higher education institutions of Pakistan. 2019 International Conference on Information Science and Communication Technology, Karachi, IEEE, 2019.

SOLANGI Z. A., SOLANGI Y. A., and MAHER Z. A. Adoption of IoT-based Smart Healthcare: An Empirical Analysis in the Context of Pakistan. Journal of Hunan University Natural Sciences, 2021, 48(9): 143-153.

KUMAR R., ANAND A., KUMAR P., and KUMAR R. K. Internet of Things and Social Media: A review of Literature and Validation from Twitter Analytics. 2020 International Conference on Emerging Smart Computing and Informatics, Pune, IEEE, 2020.

LEE H. & CHO C. H. Digital advertising: present and future prospects. International Journal of Advertising, 2020, 39(3): 332-341.

DESAI V. & VIDYAPEETH B. Digital Marketing: A Review. International Journal of Trend in Scientific Research and Development, 2019, 5(5): 196-200.

ZUBAIR A., BAHARUN R., and KIRAN F. Role of traditional and social media in developing consumer-based brand equity. Journal of Public Affairs, 2022, 22(2).

OBERLO. How Many Users Does Facebook Have? Oberlo, 2023

LEE J. & KIM S. Social media advertising: The role of personal and societal norms in page like ads on Facebook. Journal of Marketing Communications, 2022, 28(3): 329-342.

SHAHBAZNEZHAD H., DOLAN R., and RASHIDIRAD M. The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 2021, 53(1): 47-65.

TAYLOR C. R. Research on advertising in the metaverse: a call to action. International Journal of Advertising, 2022, 41(3): 383-384.

YANG Y. & ZHAI P. Click-through rate prediction in online advertising: A literature review. Information Processing & Management, 2022, 59(2): 102853.

SCHIVINSKI B. & DABROWSKI D. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 2016, 22(2): 189-214.

SCHWOB A., DE KERVENOAEL R., KIROVA V., and VO-THANH T. Casual selling practice: a qualitative study of non-professional sellers’ involvement on C2C social commerce platforms. Information Technology and People, 2022, 36(2): 940-965.

AAYUSHI S., ROKTIM S., and AYESHA K. Perception and Awareness of Youth toward the Social Advertising Campaigns Being Run by Private Brands. International Journal of Asian Business and Information Management, 2023, 14(1): 1–20.

BUI M., KRISHEN A. S., ANLAMLIER E., and BEREZAN O. Fear of missing out in the digital age: The role of social media satisfaction and advertising engagement. Psychology & Marketing, 2022, 39(4),

LINA L. F. & AHLUWALIA L. Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising. Jurnal Manajemen Maranatha, 2021, 21(1): 1-8.

KHAN S. W. & ADNAN M. The Effect of Social Media Usage and Advertising on Consumers’ Purchase Intention in Pakistan. NUST Business Review, 2022, 4(1): 50-67.

HASHIM H. S., BIN HASSAN Z., and MOHD DRUS S. B. Internet of Things: A systematic Literature Review. Informatica, 2022, 46(8): 135-146.

RAHMAN M. M., TABASH M. I., SALAMZADEH A., ABDULI S., and RAHAMAN M. S. Sampling Techniques (Probability) for Quantitative Social Science Researchers: A Conceptual Guidelines with Examples. SEEU Review, 2022, 17(1): 42-51.


  • There are currently no refbacks.