EVALUATING THE RELATION BETWEEN SOCIAL MEDIA ATTRIBUTES ON DIFFERENT PSYCHOLOGICAL TEMPERAMENT: EMPIRICAL STUDY ON PAKISTAN

AbstractThe digital marketing is the process related to the implementation of innovative business techniques as well as new technology, whereas, the new technology has been increased the interaction between businesses and consumers. This is found in the increased level of innovation in the form of more consumer engagement and participation in the business process rather than the only consumption of the products from the consumer side.A powerful medium for everything in today's era is online channel. The prevalence of social media has been proven by many theories and researches,so much work has been done about advancing systems through online and also, explained that how the relationship with energetic buyers gets developed. How precisely these young buyers respond or react to these endeavors to associate with them is hard to state.However, little workhas been done on the topic with respect to the social media attributes and its relationship with different psychological temperament. The purpose of this research is to identify that how the user'spsychology impacts on social media adoption and what werethe factors that enable people for not using social media. Furthermore, the study also enables to explain the variables of psychology use in adoption of social media such as Sociability, Extrovert, Introvert, shyness and self-disclosure, concern for privacy and susceptibility to interpersonal influence, for this purpose surveys done in allover the Pakistan through social media platforms, the sample size consist of 427 social media users, using statistical package for social science (SPSS), AMOS and MICROSOFT EXCEL, and it was found that these variables played a major role to identify the psychological behaviors of social media users and the non-users. Moreover, this study also provides benefits to the future researchers related to social media.Keywords: digital marketing, social media relation, social media attributes, psychological temperament.