Facebook Advertisements’ Impact on Undergraduate Consumer’s Purchasing Intention in Sindh, Pakistan

Abstract

This study focuses on the impact of Facebook advertisements on undergrad consumer's purchasing intention in Pakistan. Furthermore, it explores undergraduate preferences toward Facebook advertisements. Another purpose is to determine the undergrad's attitudes toward Facebook advertisements among undergrad consumers' purchasing intentions. Last but not least is to evaluate the mediating role of brand image and brand equity through Facebook advertisements among undergrad consumers' purchasing intention. All constructs of the study are adopted from reviews of the previous literature. A total of 278 sampled data was collected among the undergraduate Facebook advertisement users at the