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

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 imp...

Full description

Saved in:
Bibliographic Details
Published in:NUST Business Review 2023-08, Vol.4 (1)
Main Authors: Wahed, Sanan Waheed Khan, Adnan, Malik Adnan
Format: Article
Language:English
Subjects:
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
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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.
ISSN:2707-6598
2707-6601
DOI:10.37435/NBR22051601