Abstract:
Purpose
The main aim of this research is to understand that the influence of social media factors
(usefulness, informativeness, irritation, and entertainment) on consumer attitude regarding a
brand. Moreover, this research also investigates the influence of this consumer attitude on
brand awareness, loyalty, and purchase intention.
Methodology & Design
This research was conducted using qualitative research, and a questionnaire was developed to
collect data from the respondents. The sample size of the respondents was 279 n=279.
Google form was circulated among family members, friends, and university students to
collect data.
Findings
From the result, it was analyzed that entertainment was the major factor that influences the
attitude ofthe consumer towards a brand’s social media and irritation was the least important
factor for influencing consumer attitude. It was also observed that this attitude affects brand
awareness and purchase intention, whereas brand loyalty remains unchanged.
Limitations
There are many limitations to this study Participants’ financial background matters in this
study because an individual who has a good background will have more access to the internet
The data that is collected is from Pakistani customers which can prove to be a barrier because
every country has different customer perceptions.
Recommendations
it is recommended for the marketing managers to understand the importance of
informativeness on social media to influences attitude entertainment, usefulness, and
towards a brand as this also affects brand awareness and purchase intention.
