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

Abstract

ABSTRACT   Purpose - The use of social media as a platform for performing marketing and advertising operations is growing in popularity. Advertisements on social media take up a significant amount of time, financial resources, and other organizational resources. However, there is always room for improvement in how businesses may develop advertising for social media platforms to attract people effectively and to encourage them to buy their goods. Therefore, this research investigated the primary elements connected to social media advertising that can predict a consumer's desire to make a purchase.