CUSTOMER PURCHASE INTENTIONS AND MAILBAG MARKETING: INSIGHTS FROM KARACHI’S FAST-FOOD INDUSTRY

Abstract

This study investigates the influence of online customer reviews on purchase intentions among fast-food restaurant consumers in Karachi. Existing literature highlights a gap in research addressing the role of online reviews in shaping customer behavior in Asian developing markets, particularly through the lens of the Theory of Planned Behavior. To address this, the study employs theoretical triangulation to ensure model validity and contextual relevance. Data were collected via convenience sampling from 275 customers of local fast-food restaurants. Statistical analysis using SMART-PLS 3.0 indicates that online customer reviews significantly impact customers’ purchase intentions. However, intense competition within the fast-food sector may mitigate this effect, reducing customer preference for specific outlets. These findings underscore the strategic importance of managing online reviews and competitive positioning in enhancing consumer purchase behavior.