Impact of Social Media Advertising Features on Customer Purchase Intention: A Study of Students of BUITEMS

Abstract

This research aims to evaluate the most significant components of social media advertising that can predict purchase intent. Advertisements on social media have taken up a significant amount of time, money, and resources for organizations. It is complex for businesses to come up with creative ideas to use social media for attracting customers and encourage them to purchase. The conceptual model is based on the expanding Unified Theory of Acceptance and Use of Technology (UTAUT2), as well as interaction, Informativeness, and perceived relevance. A deductive quantitative approach with survey questionnaire was used. Our research supplements that hedonic motivation, habit, interaction, Informativeness, and perceived relevance all have significant impact on purchase intent in youth of Balochistan. This study offers valuable insights into the use of social media advertising and recommends that to have favorable influence of the brand, communication activities need to be engaging, tailored, and entertaining at the same time.