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EEO. 2021; 20(5): 7130-7149


Impact of Face book on Advertising: Analysis of effectiveness of Face book on enhancing customer purchase intention

Rozina Imtiaz, Malek Ahmad Salem Alsoud, Muhammad Sufyan Ramish, Atif Aziz, Adnan Anwar.




Abstract

The emerging usage of Facebook advertisement is altering the businesses world in reaction to the consumer’s need and desires. Facebook platform enables marketers to promote their brands in more tailored and customized way. Social media advertisement is a fresh edition for the business promotion which globally the firms are implemented as their new marketing practice. In Pakistan, social media advertisement is in its early stages. The purpose of conducting this study is to investigate the impact of Facebook advertisement on Pakistani consumers purchase intention.
This study has investigated the role of facebook advertisement in developing the brand image and the brand equity which in turn influences consumers to buy the brand. All the constructs are adopted from previous research studies. The key findings of this research is a)facebook advertisement has significant impact on brand image and brand equity b)brand image and brand equity both significantly impacts purchase intention c)brand equity mediates the effect of brand image on purchase intention. All the findings are consistent by the mean of model proposed. A total of 204 questionnaires were circulated amongst the face book users in Karachi. Data collected was examined by SPSS. It is therefore suggested that the proposed model will be helpful for the Pakistani brands.

Key words: facebook advertisement, brand image, brand equity, purchase intention






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