Impact of Social Media Advertisement on Brand Awareness and Customers Buying Behavior; A Study Of Mobile Sector In Islamabad/Rawalpindi

Abstract

Now a day’s many business firms are utilizing social media advertisement as a powerful instrument to place their product in customer minds. Mobile phone companies invest heavily in social media advertising campaigns. These advertisements create awareness about the product and its distinguishing features. Social media Advertisement is a powerful source of sharing information to customers and making them aware about specific product. It plays a vital role to boost up sales and performance of any business. This research is conducted to give insight to marketing departments of the mobile companies in suggesting a keeping up with the competitive industry. This study explores the impact of social media advertisement on brand awareness and customers purchase behavior in Pakistan. To achieve the proposed objectives, a conceptual frame work showing the impact of social media advertisement on brand awareness and customers purchase behavior, is examined by structural questions. The primary data was collected from the twin cities of Rawalpindi and Islamabad from university students. The data was collected by using non probability convenient sampling method and was analyzed by using statistical tool IBM SPSS 21 to draw conclusions. The findings show that social media advertisement has positive impact on brand awareness and purchase behavior. The findings of this research can be utilized by mobiles phone marketers to enhance the brand awareness.