Analyzing the Effectiveness of Social Media Advertising on Consumer Buying Behavior: A Study of Narowal

Abstract

Aim of the Study: The study aimed to analyze the role of social media advertisements on consumer behaviour in Narowal, Pakistan. The present research aims to determine the impact of social media advertising on consumer buying behavior, and the role of social media influencers and online reviews on influencing businesses and brands among consumer.

Methodology: Quantitative method was implied in the study. Data was collected through the survey method from 200 respondents, chosen through purposive sampling procedure.

Findings: The key findings revealed that social media advertisements have an impact on consumers purchasing behaviour. However, social media influencers and online reviews do not play a significant role in influencing businesses and brands among consumers. Furthermore, research findings supported that social media advertisement content plays a significant role in consumers' satisfaction and purchasing decisions. 

Conclusion: The study concluded that the respondents have positive attitudes towards social media advertisement. Based on obtained results online marketing communication, especially online advertisement is effective in promoting online shopping through social media platforms.