J OURNAL OF B USINESS & E CONOMICS

Volume No. 14 (2), pp. 96–107 doi:

R ESEARCH A RTICLE

Does Impulse Buying Behavior

mediate the relationship between
Social Network Marketing and
Customer Satisfaction? Evidence
from Pakistan
Muhammad Aqib Shafiq * 1 , Hafiz Muhammad Arslan Arshad
2
, Salman Mehmood 3 , and Asghar Hayyat 4
1,2,3,4
Ghazi University, Dera Ghazi Khan

Received: July 09, 2022; Accepted: November 20, 2022

Abstract: The main goal of this study is to close a knowledge gap by conducting a thorough analysis
into how social network marketing affects consumer satisfaction, with the involvement of impulse
buying behavior as a moderating variable. To address this issue, a quantitative study was conducted
in Pakistan. The primary information was collected via research questionnaire, with a sample size of
about 222 participants, comprising Pakistani nationals who had made online transactions. According
to Structured Equation Model SEM (Hypotheses testing), there is a positive relationship between
social network marketing, service innovation, electronic word of mouth, impulse buying behavior
and customer satisfaction. Limitations, future ramifications, and research directions are discussed in
conclusion.

Keywords: Social network marketing; electronic word of mouth; service innovation, impulse buying
behavior
JEL Classification Codes: M3, O3

* Corresponding author: [email protected]

©Shafiq, Arshad, Mehmood and Hayyat. Published by Air University, Islamabad. This article is licensed under the
Creative Commons Attribution-ShareAlike 4.0 International License. Anyone may reproduce, distribute, translate and create
derivative works of this article (for both commercial and Noncommercial purposes), subject to full attribution to the original
publication and authors. The full terms of this license may be seen at http:// creativecommons.org/licences/by/4.0/legalcode.

© 2022 JBE. All rights reserved.

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1. Introduction
The market has seen several changes since social networks first appeared. These days, social
networks (SN) are the preferred channel for many shoppers. Social networks facilitate engaging user
interaction and provide marketers with significant chances to engage with customers (Riyo & Park,
2020). The emergence of social networks has resulted in considerable developments in marketing
science (Tang et al., 2019). The game's rules have changed due to social networks, and new official
and informal organizations have emerged. Organizations have introduced new dangers and
possibilities to improve marketing strategies and inform, motivate, and convince customers to
change their purchasing behavior (Ebrahimi et al., 2020; Salem & Salem, 2021).
The explosive growth of technology over the years has resulted in significant changes and
advancements in civilization. The development of technology, sometimes known as the World Wide
Web, is one of these significant achievements. With the internet's interconnectedness, the
globalization civilization connected by immediate links to other parts of the globe. As a result, there
has been a greater sense of inclusiveness and uniqueness among individuals and societies around
the world. Furthermore, the rise of advertising for various companies around the globe is the most
obvious result of globalization powered by the World Wide Web. The creation of a larger Social
Network enables organizations to increase and consumers to be pleased without incurring high set-
up and management fees. With its entry into the corporate world, it is projected to become a
significant tool for any company looking to expand their Social Network marketing capability by
approaching a huge number of potential clients.
Any firm anywhere in the globe is dependent on its consumers; goods and profitability are
constantly rising and falling in response to their requests, which is why clients must be treated as
monarchs of the marketplace (Budur and Poturak, 2021a). Currently, the critical factor like customer
satisfaction, is being determined by the degree of anticipation among a business and its products and
the expectations of consumers (Demir et al., 2020; Budur et al., 2018). In actuality, customer
satisfaction has an impact on both the firm and the goods, because happy consumers with regard to
cost and performance imply extra items and profits (Mohammed and Shahin, 2020).
An unplanned purchasing of a goods or service is referred to as impulse buying. The importance of
impulsive buying behavior has been obvious in recent years. Impulse buying accounts for 40 to 80 %
of all transactions provided by consumers, according to past studies in both the industrial and
educational domains. It also consists of product category. Impulse buying has attracted the attention
of businesses and academic researchers, who want to learn more about the behavioral factors that
drive this behavior. Furthermore, it draws scientists in to better understand "impulse attractions,"
that aids in the industry's revenue growth (Aragoncillo and Orus, 2018).
Despite the reality that there is a growing body of literature on consumer impulsive buying
behavior, there is a gap that could clarify the relationship between social network marketing and
customer satisfaction through the mediating influence of impulse buying behavior.

2. Literature Review
2.1 Social Network Marketing
Companies are looking to target their consumer in modern environment by employing new
advertising strategies that make use of social media. To promote the company products via
social media marketing tools and services are becoming the trend and known as social media
network marketing. Many marketing techniques, such as mails, publications, and other ways,
are used as component of digital marketing (Nadaraja and Yazdanifard, 2013). With the growth
of social media marketing, businesses can convey their messages to many personal connections
of clients, introducing the concept of exponential distribution and mass communication. Several
innovative tools have been designed and are continually being developed to introduce new
marketing tactics. Authorized social network site providers are now introducing numerical
solution, which are providing superior insight for social media marketers. According to Zhang
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et al., (2014), there are major effects of internet community connection elements such as
observational learning, review quality and source legitimacy on perceived benefits and positive
effects. The favorable influence heightens the desire to buy on impulse. Interestingly, the
accuracy of the comment has no effect on the beneficial impact. Rather, review quality has
generated a beneficial effect unintentionally via perceived usefulness. In conclusion, as an
essential consumer-generated stimulant, internet community connections can have a significant
effect on customer’s impulsive buying. The purpose of this study was to explore the role of social
network marketing on consumers' impulsive buying behavior.

H1: There is significant positive relationship between social network marketing and impulsive buying
behavior.

2.2 Electronic Word of Mouth

According to (Husnain et al., 2016), on buying instincts there is significant effect of “Electronic word-
of-mouth” and with the support of word-of-mouth, the clients' levels of doubt about the items which
they're going to supply reduced, and their happiness is increased. This type of messaging, it is fair to
assume, contributed to increased brand awareness and better consumer attitudes. When they make
a purchasing decision, they take into account all of these interactions. As a result, people will
occasionally seek out customer feedback and experiences, allowing them to please themselves
through social media while minimizing risks. According to conventional communiqué theory,
consumers' buying behavior is influenced by word of mouth to a larger amount at every phase,
especially competitor appraisal, product selection, and data searching. A hopeful and optimistic or a
hopeful attitude is being observed in clients while using “Word-of-mouth” in unfavorable situations.
Word of mouth, on the other hand, is defined as the transmission of an information from one
individual to another about a brand, product, or company that has an impact on a customer's buying
behavior (Sudha and Bharathi, 2018).
Furthermore, (Aragoncillo and Orus, 2018) stated that difference is being observed in electronic
word of mouth and traditional word of mouth, and it is because of the type of information delivered
and offline interaction of clients among people who are not familiar with each other, because the
primarily anonymous is stated as electronic word-of-mouth. According to multi-level concept of
electronic word of mouth, the string connection contributed to the presumed attractiveness and to
the greater growth of awareness that gains attention. At the same time, the demographic differences
led to a significant increase in knowledge and promoted viral marketing to a bigger degree. Electronic
word-of-mouth was compatible with traditional word-of-mouth ideas of cause similarity and states
of mind toward the origin. Both characteristics had an inverse influence with effectiveness and a
direct relationship with buying intention. While it is certain to be overlap among traditional word-
of-mouth and electronic word-of-mouth, there are enough differences between the two types of
word-of-mouth to support research differentiation.
According to Alhidari et al. (2015), other people's experiences are conveyed through eWOM via the
internet and SNS in the form of videos, photos, social media posts, and the business' official website.
Customers are influenced to make impulsive purchases by accessing eWOM via different online
media (Husnain et al., 2019). EWOM makes people feel good, encouraging them to make impulsive
purchases (Liu & Hsu, 2017). Astuti et al. (2020) assert that a favorable eWOM effect on impulsive
purchasing supports this.

H2: Electronic word-of-mouth has a big influence on impulsive buying.

2.3 Service Innovation

A critical metric for businesses is Customer satisfaction (Tabaei and Fathian, 2014). A great number
of researches back up the idea that market- and customer-oriented strategies can help service
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organizations improve their performance. This is because in the service industry, client satisfaction
is more important and critical than other industries. As a result, numerous researches have been
done on the performance of line personnel in services companies. Bowen and Schneider (1985), for
instance, point out those professionals aren't the only ones who create and deliver services;
consumers are also involved. As a result, services and service providers are frequently confused in
the minds of clients (Danial and Darby, 1997). It's hardly unexpected that most theoretical work on
services emphasizes the connection among service employees and clients, referring to this
connection as customer services. Worker customer orientation is seen as a critical aspect in service
firms' financial outlook (Hennig-Thurau, 2004; Sergeant and Frenkel, 2000). Consumers mainly
depend on the conduct of service providers when determining service quality, according to Henning
(2004), because of the fundamental intangibility and variability of services. Promotional strategy,
greater customer satisfaction, and improved organizational performance all require increased
market-orientation in the business. As the marketing philosophy says, customer-orientation should
have a beneficial effect on firm performance. Furthermore, there are a number of elements that may
be discovered that have a positive impact on consumer behavior. Many of these elements are
organizational, while others are personal. Of course, there is some duplication in the assessment of
these elements, indicating the importance of research on this issue. Innovation is one of these
characteristics (Jansen et al., 2006). In this study, innovation in service organizations are explored
and there are two types of innovations, the radical/Fundamental Innovation and incremental/ non-
fundamental innovation. If viewed separately, innovation-related issues such as performance and
accuracy must be acknowledged; however, if organizational characteristics are a problem, radical
and incremental innovations are evaluated. Keeping in view both circumstances, innovation has the
potential to eclipse impulse buying since it increases consumer attention, resulting in a kind of
double vision of local and global confidence. In light of the empirical context and foregoing
theoretical, the third hypothesis is as follows:

H3: Service innovation has a substantial beneficial impact on impulse buying behavior.

2.4 Impulse Buying Behavior

An unplanned purchase made on a moment and at stimulus is known as Impulsive purchasing.
Customers will have emotional and/or cognitive reactions after buying a product. In other sense,
impulsive buying are transactions made without any thought or purpose on the part of the
customer. Buying intention or Impulse buying, is described as a shopping experience that is not
dependent on a purchasing planning, and normally happens when stimulation or an impulse
develops from the desire to see anything at the place, according to Koski (2004: 25). Customers
increasingly have affective or emotional responses after purchasing an item. These criteria show
that impulse buying has four basic attributes: it is unexpected, rapid, emotional and/or
intellectual response, and awareness to the stimuli (Parboteeah, 2005).
We can define the Impulse buying as an unexpected or unplanned purchasing that has a
detrimental impact on both customers and businesses (Akbar et al., 2020). In this conduct Some
people engaged to give the appearance that they are happy with their purchases. However, new
research has highlighted the relevance of impulse buying, as well as the reasons that lead to this
behavior. Maqsood and Javed (2019) have also mentioned in their studies that spontaneous
purchases have a favorable and considerable influence on consumer satisfaction. This is in line
with the findings of Suryawardani et alstudy. .'s (2017),

H4: Impulse buying behavior has a favorable and substantial effect on customer satisfaction after a purchase.
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2.5 Framework

Figure 1: Theoretical Framework

3. Research Methodology
3.1. Instrument design
To collect information for this empirical investigation, a questionnaire was undertaken. We
employed a two-part questionnaire with a nominal scale in the first section and a 07-point Likert
scale in the second. The initial section of the survey gathered data on online consumer attributes such
as age, gender, level of education and online buying experience. The constructs of Electronic Word of
Mouth, Social Network Marketing, Service Innovation, Impulse Buying Behavior, and Purchase
Intention are included in the second section of the questionnaire. An adaptive questionnaire to
measure Social Network Marketing of Ahmed & Zahid (2014) and Kim & Ko (2012) is being used.
Electronic word of mouth is being measured by using four items developed by Hennig-Thurau et al.
(2004) and Alhidari, Iyer, and Paswan (2015). Three items of Impulse Buying Behavior are developed
from study of (Karbasivar and Yarahmadi (2011). Five items of Customer satisfaction adopted from
the measurement developed by Dagger et al. (2007) and Klaus & Maklan (2013) and. By using a 7-
point Likert scale varying from strongly disagree to strongly agree (1 = strongly disagree; 7 = strongly
agree) in the questionnaire are used to assess the variables.

3.2. Sampling and data collection

As a result, data used for this study were gathered from Pakistani students, private employees,
government employees, and merchants. Data was taken in 2022 from various districts in Pakistan
using a random sample approach. As a result, 250 questionnaires were subsequently sent; 230
questionnaires were received, with 8 questionnaires being rejected caused by extreme abnormal
scores.
A quantitative technique is used in this research. The construct evaluation criteria from the
primary studies were examined and changed. 07-point likert scale is used to assess the variables.
The demographic is made up of people from several major cities of Pakistan who have shopped
online. Data collection uses an online questionnaire.
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4. Analysis
4.1 Respondent’s Profile
The population is made up of both men and women; the findings show the sample frequency and
percentage of men and women who took part in the study. The percentages of males and women who
responded were 81.5 percent and 18.5 percent of the overall sample, respectively. The results show
the Age wise distribution of respondents. The age group 18-24 years represents 51.8% of the total
sample while the age group 25-34 represents 40.1% of sample. The age range 35-44 represents 7.2%
of sample and the age range from 44 to above represents .9% of the total sample of 222. The result
shows the experience wise distribution of respondents. The group with experience of up to 3 years
represents 60.8% of sample while 4-5 years of experience group represents 23.4% of sample. The
group with experience of 7-9 years represents 6.8% of sample while the group of 10 and above years
represents 9% of the sample of 222. The results show the Education wise distribution of respondents.
The group intermediate or less students represent 3.6% of sample while the group of bachelor
degree holders shows 70.7% of sample and the education group of masters or above shows 25.7%
of the sample. The results show the Profession wise distribution of respondents. The group Govt.
employees represents 13.5% of the total sample while the group of private employees shows 22.1%
of the total sample. The profession group of self-business shows 10.4% of the total population and
the profession group of students represents 52.3% of the total sample. The profession group of
students, private employee represents 0.9% and the profession group of students, self-business
represents 0.9% of the total

4.2 Reliability Analysis

The degree to which an instrument is lacking of random error is known as its reliability. The
probability of error-free findings is increased by using a customer dependable instrument (Kirby,
2011). Internal consistency (Cronbach's Alpha) tests were performed on the instruments for the
current analysis. The Cronbach’s alpha value ranged from 0.892 for SNM and 0.847 for eWOM. The
Reliability of SI represents .779 and the reliability of IBB represents .853 and the reliability of CS
is.882. Cronbach's alpha values near to 1.00, according to (Burns and Bush, 2003), indicate that the
scale is more reliable. Alpha values have a lower limit of 0.6. (Hair et al., 2006).

Table 1: Reliability Analysis

Variables No. of Questions Reliability

Social Network Marketing 8 .892

Electronic Word of Mouth 4 .847

Service Innovation 12 .779

Impulse Buying Behavior 3 .853

Customer Satisfaction 5 .882

4.3 Correlation Analysis

In present research, correlations were positively associated at p < .05 higher than .10. Bivariate
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correlation shows that Social Network Marketing was strongly positive correlation with itself (r = 1,
p < .01). Correlation between Social Network Marketing and Social Network Marketing has positive.
There is positive correlation between Electronic word-of-mouth and Social Network Marketing (r =
.62, p < .01). Likewise, Service Innovation has highly positive correlation with s Social Network
Marketing (r = .76, p < .01) and Electronic word-of-mouth (r = .75, p < .01). such as Impulse Buying
Behavior has positive correlation with Social Network Marketing (r = .66, p < .01), Electronic word-
of-mouth (r = .66, p < .01) and Service Innovation (r = .65, p < .01). It is shown that Customer’s
Satisfaction has highly positive correlation with Social Network Marketing (r = .69, p < .01),
Electronic word-of-mouth (r = .71, p < .01), Service Innovation (r = .74, p < .01) and Impulse Buying
Behavior (r = .69, p < .01).

Table 2: Correlation Analysis

Construct 1 2 3 4

Social Network Marketing

Electronic Word of Mouth .625**

Service Innovation .765** .755**

Impulse Buying behavior .669** .663** .654**

Customer Satisfaction .697** .714** .746** .697**

4.4 Descriptive Statics

Mean, standard deviations (SD), correlation and reliability of constructs is explained. The mean
standard deviation of Social Network Marketing (m= 4.68, SD= 1.44), Electronic word-of-mouth (m=
4.67, SD= 1.49), Service Innovation (m= 4.69, SD= 1.08), Impulse Buying Behavior (m= 4.90, SD=
1.53), Customer’s Satisfaction (m= 4.88, SD= 1.50).

Table 3: Descriptive Analysis

S# Variable Mean Standard

Deviation

1 Social Network Marketing 4.68 1.44

2 Electronic Word of Mouth 4.67 1.49

3 Service Innovation 4.69 1.08

4 Impulse Buying Behavior 4.90 1.53

5 Customer Satisfaction 4.88 1.50

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4.5 Hypotheses Testing

4.5.1 Social Network Marketing and Impulse Buying Behavior

Hypothesis 1 was proposed that there is significant influence of Social Network Marketing on
Impulse Buying Behavior. Overall Structure Equation Model results indicate that Social Network
Marketing was positively significant associated with Impulse Buying Behavior, Fitness of model
indexed as χ2 = 8.456, DF = 6, p < .000, (χ2/df) = 1.409, CFI = .925, GFI = .930, AGFI = .936, TLI = .926,
NFI =.941, RMR = .034, RMSEA =.046.
Also, parameters values estimated also exposed and established the suitability of structural
model and exhibited that self-reported Social Network Marketing had significant positive association
along Impulse Buying Behavior (β = .058; p < .000). As well squared multiple correlation among
Social Network Marketing and Impulse Buying Behavior (R² = .64; p < .000) with variance 64% in
Impulse Buying Behavior. Thus, entire indexes and estimated values gave complete favor to H1.

4.5.2 Electronic word of mouth and Impulse Buying Behavior

Hypothesis 2 was proposed that there is significant influence of electronic word-of-mouth on impulse
buying behavior. Overall SEM results indicates that electronic word-of-mouth was positively
significant associated with Impulse Buying Behavior, model fit indexes are χ2 = 10.656, DF = 6, p <
.000, (χ2/df) = 1.776, CFI = .93, GFI = .921, AGFI = .993, TLI = .921, NFI =.923, RMR = .038, RMSEA
=.048.
Also, parameters values estimated also exposed and established the suitability of structural
model and exhibited that self-reported Electronic word-of-mouth had significant positive association
along Impulse Buying Behavior (β = .66; p < .000). As well squared multiple correlation among
Electronic word-of-mouth and Impulse Buying Behavior (R² = .57; p < .000) with variance 57% in
Impulse Buying Behavior. Thus, entire indexes and estimated values gave complete favor to H2.

4.5.3 Service Innovation and Impulse Buying Behavior

Hypothesis 3 was proposed that there is significant influence of Service Innovation on Impulse
Buying Behavior. Overall SEM results showed that Service Innovation was positively significant
associated with Impulse Buying Behavior, model fit indexes are χ2 = 12.128, DF = 7, p < .000, (χ2/df)
= 1.732, CFI = .912, GFI = .927, AGFI = .921, TLI = .932, NFI =.947, RMR = .039, RMSEA =.044.
Also, parameters values estimated also exposed and established the suitability of structural
model and exhibited that self-reported Service Innovation had significant positive association along
Impulse Buying Behavior (β = .49; p < .000). As well squared multiple correlation among Service
Innovation and Impulse Buying Behavior (R² = .56; p < .000) with variance 56% in Impulse Buying
Behavior. Thus, entire indexes and estimated values gave complete favor to H3.

4.5.4 Impulse Buying Behavior and Customer Satisfaction

Hypothesis 4 was proposed that there is significant impact of Impulse Buying Behavior, on
Customer’s Satisfaction. Overall SEM results indicates that Impulse Buying Behavior was positively
significant associated with Customer’s Satisfaction, model fit indexes are χ2 = 11.203, DF = 5, p < .000,
(χ2/df) = 2.240, CFI = .953, GFI = .948, AGFI = .965, TLI = .963, NFI =.931, RMR = .033, RMSEA =.041.
Also, parameters values estimated also exposed and established the suitability of structural
model and exhibited that self-reported Impulse Buying Behavior had significant positive association
along Customer’s Satisfaction (β = .51; p < .000). As well squared multiple correlation among Impulse
Buying Behavior and Customer’s Satisfaction (R² = .52; p < .000) with variance 52% in Customer’s
Satisfaction. Thus, entire indexes and estimated values gave complete favor to H4.
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Table 4: SEM Results-Regression Coefficients

Hypothesis Path Beta P-value Results

1 SNS IBB 0.58 000 Supported

2 E-WOM IBB 0.66 000 Supported

3 SI IBB 0.49 000 Supported

4 IBB CS 0.51 000 Supported

5. Discussions
Present study aimed at examining and then certifying the framework consisting of Electronic word
of mouth, social network marketing and service innovation as an independent variable and impulse
buying behavior as mediating and customer satisfaction as dependent, this segment clarifies analysis
style of arguments. This segment contains the answers of research objectives and research question.
Data were taken in 2022 from various districts in Pakistan using a random sample approach. The
demographic is made up of people from many major cities of Pakistan who have purchased items
online. Lastly, study limits are assumed to better understand the current study findings. H1:- social
network marketing has significant positive influence on impulse buying behavior. Previous studies
of Baker Qureshi et al., (2019) confirm that there is the impact of social network marketing on
impulse buying behavior. H2: There is a strong positive relation of Electronic word of mouth on
impulse buying behavior. Previous study of Bagheri and Mokhtaran (2018) confirmed that electronic
word of mouth has impact on online impulse buying behavior.H3: Results show that there is a
significant positive relation of service innovation on impulse buying behavior. Previous study of
Hosseini et al., (2020) confirmed that service innovation has an impact on impulse buying. H4:
Results show that there is a significant positive relation of impulse buying behavior with customer
satisfaction. Previous study of Widagdo and Roz (2021) confirm that there is relation of impulse
buying behavior with customer satisfaction.

5.1 Theoretical and Practical Implication

The primary objective of this study is to make a contribution in creation of the framework that by
using Structure Equation Model to experimentally evaluate the theoretical framework, this study
contributes to academic learnings. Second: All the variables in the framework analyze in different
programs like SPSS 26 and AMOS 23 and researcher check different things to make them unique
study, Managers and practitioners use this to overcome the problems of theory. Third: Practitioners
use this study to increase the knowledge of mind and think different to past. Fourth, as a result, it is
proposed that marketers and advertisers strengthen their social network marketing in order to
encourage customers to make impulsive purchases. Impulse buying is common in today's
consumerism-dominated economy. The majority of clients make purchasing decisions at the time of
purchase, according to this research. Impulse buying is caused by unexpected purchase done in
response to a stimulus, typically made on the place where the items are sold. Even though the
behavior is harmful to the particular customer's economic stability, it is immensely beneficial for
shops and goods makers. In summary, advertisers' capacity to capitalize on consumers' tendency for
instant satisfaction results in profits for most businesses while compromising the customer's income
support. Fifth, customer comments and suggestions have a significant impact on impulsive
purchasing behavior. Furthermore, decision - making affects many person's abilities to manage their
consumption behavior, resulting in spontaneous purchases. When making an impulsive internet
purchase in today's society, there are various stages to consider. They may become too perplexed by
the range of evaluations and information provided at times. In the case of impulsive purchases, for
example, if anybody decided to buy a laptop, they will first conduct research on the internet to pick
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the ideal items available that met their requirements for ram, hard drive space, and so on. The
following factor to examine is reviews. Then they'd think about price, availability, and timely
delivery. And, while they may locate an item, they may become impulsive if they see different items
in the same budget range and category. Sixth, management believe that creativity can boost quick
purchases since service innovation improves customer focus and makes customers trust the
business. On the other side, growing consumer awareness to price innovation can encourage users
to make a quick purchase. Seventh, the company's success can be improved by producing a strong
frequency of impulsive purchases. Customer satisfaction is attained from the consumer point of view
when they obtain what they believe is consistent with the price of impulse buying, both emotionally
and substantially.

5.2 Limitations
Like other studies, this study also has some limitations that restrict the generalizability of its findings
while also opening up new avenue future researcher. Due to large sample size, it is quite insufficient
to go worldwide for the remaining demographic groupings. Another limitation of this study is that in
this research a small sample size of 222 participants was taken which can be extended for more
authentic and integrated results. The limited study in Pakistan should be extended to beyond
boundaries to analyze its wider score and future researcher will take is study as foundation under
this subject of interest.

5.3 Future Directions

For further investigation on the same objects it is recommended for future researcher that 1. Increase
the sample size for more accurate and consistent results and 2. There should be random sampling
technique for equal chance of all elements (people of the world) and 3. To increase reliability some
more techniques should be used like advanced sampling procedures, qualitative research
methodologies like observations and interviews should be adapted. PLS, R Programming and other
latest software should be employed for in-depth analysis and results. can be employed to obtain more
precise results.

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