NBR Volume-4  Issue-1 2022 (January-June)

THE EFFECT OF SOCIAL MEDIA USAGE AND ADVERTISING ON CONSUMERS’ PURCHASE INTENTION IN PAKISTAN

Sanan Waheed Khan*
Department of Communication studies, Faculty of modern languages
and Communication University Putra Malaysia, Selangor, Malaysia
Malik Adnan
Department of Media Studies, Islamia University, Bahawalpur, Pakistan

ABSTRACT 

Purpose – The usage of social media as a platform for performing marketing and advertising operations is growing in popularity. Advertisements on social media have consumed a significant amount of time, financial resources, and other organizational resources. However, there is always room for improvement in how businesses should develop advertising for social media platforms to attract people effectively and encourage them to buy their goods. Therefore, this research aims to discover and investigate the primary elements connected to social media advertising that can predict a consumer’s desire to make a purchase.
Methods/Design – The conceptual model was developed using criteria derived from an expanded version of the Unified Theory of Acceptance and Use of Technology (UTAUT2). The data was collected by the participation of a survey of 663 individuals. Structural equation modeling was used for the data analysis.
Results/Findings – The major findings from structural equation modeling provided a significant amount of support for the validity of the existing model.
Originality – This research could perhaps, lead to several theoretical and practical principles that will help marketers plan and put their advertisements on social media platforms in the best way possible.

Keywords: social media advertising, consumer purchasing intentions, Pakistan

Article History:

Received: 16 May 2022
Revised: 22 Aug 2022
Accepted: 24 Aug 2022

Published: 25 Aug 2022

Paper type: Research Paper

Full-Length Paper: PDF

DOI: https://doi.org/10.37435/NBR22051601

This is an open-access article under the CC BY 4.0 license