The Effect of Social Media Sales Promotion towards Customer Purchase Decision

Sales promotions are a key marketing tool in communication programs. Sales promotion comprises a
wide variety of promotional tools designed to achieve short-term objectives (Huff et al., 1999). Monetary
promotions, such as price discounts and coupons, are the most common form of sales promotions used by
organizations. However, non-monetary promotions, such as free gifts, free samples, sweepstakes and
contests, are gaining popularity given the negative effects of frequent discounts. Nowadays emerging
promotions includes social media. Social media are fundamentally changing the way we communicate,
collaborate, consume, and create. They represent one of the most transformative impacts of information
technology on business, both within and outside firm boundaries. This study purportedly designed to
stimulate innovative investigations of the relationship between social media and consumer purchase
decision. In this paper we outline a broad research agenda for understanding the relationships among
sales promotion and social media with consumer purchasing decision. We hope that the flexible
framework we outline will help guide future research and develop a cumulative research tradition in this
area.