This document contains a questionnaire designed to conduct research on the effect of social media and digital marketing on consumer buying behavior in Pakistan. It asks respondents about their social media usage habits and how social media influences different aspects of their buying behavior, including complex buying behavior, variety-seeking behavior, habitual buying behavior, and dissonance-reducing buying behavior. It also includes questions about social network theory, word-of-mouth marketing, feedback loops, and credibility of social media content. Participation is voluntary and anonymous.

1. Questionnaire
Dear Respondent:
Assalam-o-Alaikum, we invite you to participate in this brief survey and tell us about the
consumer’s buying behavior on social media.
This questionnaire was designed to conduct the research, to find the effect of social media and
digital marketing on consumers buying behavior on the people of Pakistan.
Your participation is voluntary and your answer will be anonymous; do not write your name
anywhere on this questionnaire. Your answers will be kept confidential. Please answer the
questions for yourself. This survey will take approximately 10 minutes.
Directions
1. Read each item carefully.
2. Mark one number for each item.
3. Please strive to complete your survey within 2-3 days.
Consumer Buying Behavior (Dependent variable):
(Questions based on Five-likert scale)
 Complex Buying Behavior
1. Complex buying can be easily done on social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
2. Complex buying can’t be done on social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree

2. 3. There is more risk involve in complex buying.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
4. My family is the most influential people that affect my buying behavior.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
5. My age determines the things I buy.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
6. I only buy products that suit my personality.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
7. I consider my financial condition during shopping.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
8. My society culture affects my buying behavior.
 Disagree
 Strongly Disagree

3.  Neutral
 Strongly Agree
 Agree
 Variety-Seeking Behavior
9. Consumers perceive significant differences between brands but are not particularly
involved in the purchase.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
10. Consumers often alternate between different brands for variety.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
11. I prefer online buying on physically buying.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
12. I use social networking sites to spot the latest fashion trends.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
13. I often change to another product if I had bad experience with the previous one.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree

4. 14. Consumer involvement is very low.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
15. Brand switching is common.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
16. Attract consumers by offering free samples, low prices and special discounts.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
17. Brand switching occurs for the sake of variety rather than dissatisfaction.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
 Habitual Buying Behavior
18. Most frequently demonstrated type of buying behavior.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
19. Customer finds the product best fit for his use and keeps on buying it without looking for
alternative.
 Disagree

5.  Strongly Disagree
 Neutral
 Strongly Agree
 Agree
20. Purchases are frequent.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
21. Customers passively receive information as they watch TV and read magazines.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
22. There is no significance difference between brands.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
23. The consumer buys the product quickly.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
 Dissonance-Reducing Buying Behavior
24. Consumers are highly involved in the purchase, but have difficulties determining the
differences between brands.
 Disagree
 Strongly Disagree
 Neutral

6.  Strongly Agree
 Agree
25. Consumer will choose such products on the basis of price or convenience and then seek
further confirmation, after the purchase, that they made the right choice.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
26. Reflect their social status and lifestyle.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
27. Appearance and performance is what matters.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
28. Marketers should give them right amount of logical information.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
29. Ads should be frequently released.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
30. It involves expensive, risky and infrequently products.
 Disagree
 Strongly Disagree
 Neutral

7.  Strongly Agree
 Agree
Social Media (Independent Variable):
31. How many social media sites do you have accounts with
 1-2
 3-4
 5-6
 7-8
 More than 8
32. How many times a day do you look at social media:
 Not Everyday
 Once a day
 2-5 Times a day
 5-10 Times a day
 More than 10 times
33. How much time do you spend on social media per day
 Less than 30 minutes
 30-60 minutes
 1-2 Hours
 3-4 Hours
 More than 5 Hours
34. How often do you post on social media
 Never
 Every few months
 Every few weeks
 Weekly
 Daily
35. When do you access on social media
 During free time
 Whilst at school/work
 During social occasion
 Meal Times
 Any spare moments

8. 36. What do you use social media for
 Keeping in touch with friends and family
 Event Planning
 Buying and Selling
 Inspiration
 News
 To meet new friends
 To find employment
 To browse/time waste
37. How do you get information about new product?
 News
 Advertisement
 Family & Friends
 Social Media
 Others
38. How many of you have your accounts in the following networking sites?
 Facebook
 Twitter
 Instagram
 Pinterest
 Others
(Based on Yes/No)
39. Do you check social media before get out of bed
 Yes
 No
40. Is checking social media is a last thing you do before going to bed
 Yes
 No
41. Has social media affected a relationship friend/family
 Yes
 No

9. 42. Do you consider yourself addicted to social media
 Yes
 No
Social Network Theory (Independent Variable):
(Based on Five-Likert Scale)
43. One can find a lot of useful information in social network websites
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
44. SN websites is a good possibility to find out various news.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
45. SN websites is a good mean for self-advertising.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
46. SN websites is a very good means for communication
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
47. SN websites distract people from reality
 Disagree
 Strongly Disagree
 Neutral

10.  Strongly Agree
 Agree
48. SN websites give national and international knowledge.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Neutral
49. SN websites earn a lot of money using free personal information.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
50. SN websites make negative influence on learning marks and ability to concentrate.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
51. SN websites help to make friends.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
52. Constant staying in virtual environment causes damage to person’s socialization.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
53. Staying in SN websites is more fashionable than useful.

11.  Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
Word Of Mouth (Independent Variable):
(Based on Five-Likert Scale):
54. I tell positive product experience to my friends in social media tools.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
55. I make positive product rating in social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
56. I talk about my product satisfaction in social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
57. I make sharing about successful products in social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
58. I talk with my friends about positive features of products in social media.
 Disagree

12.  Strongly Disagree
 Neutral
 Strongly Agree
 Agree
59. I suggest products to my friends that satisfy me in social media tools.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
60. I comment on successful products and brands in social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
61. I share unsuccessful firm activities in social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
62. I share unsuccessful ads in social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
63. I share unsuccessful products with my friends in social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree

13. Feedback-Loop (Independent Variable)
(Based on Five-Likert Scale)
64. Feedback is clearly linked to the planned learning intentions
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
65. Learners know the steps to progression and success and are clear what they mean.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
66. Feedback focuses on the task rather than the individuals.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
67. Feedback presents the future targets which are clear, specific and achievable.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
68. Feedback is clear and provides a clear way to improves on the original tasks.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
69. Feedback is presented at the right time in the process.

14.  Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
70. Feedback is aimed at motivating the learner intrinsically.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
71. Feedback contains written confirmation and guidance rather than a grade or a mark.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
72. Feedback is provided in different ways e.g. verbal, written, peer.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
73. The timing of the feedback has been considered to be appropriate.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
Credibility Content (Independent Variable):
(Based on Five-Likert Scale):
74. The social media websites is easy to use.
 Disagree

15.  Strongly Disagree
 Neutral
 Strongly Agree
 Agree
75. It is easy to navigate within the websites.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
76. The information on the websites is credible.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
77. I feel comfortable purchasing from social media.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
78. The social media has a clean and simple presentation.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
79. The products on social media are cheap.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree

16. 80. The content on social media is valuable.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
81. The content on social media is personally agreeable.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
82. The content on social media is useful.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree
83. The content on social media is impressive.
 Disagree
 Strongly Disagree
 Neutral
 Strongly Agree
 Agree