IMPACT OF SOCIAL MEDIA ADVERTISING OR TRADITIONAL ADVERTISING ON CONSUMER BEHAVIOR IN THE URBAN AREAS OF PAKISTAN

Abstract

Purpose: the purpose of this research is to identify and explore the efficiency of social media advertising and the impact it has on consumer behavior. Methodology: to accomplish this research and justify the thesis, mix methodology has been adopted. A questionnaire survey was done in addition to the interview and distributed among the consumers in order to gain their responses about the social media advertising. Findings: a positive attitude of the consumers towards the social media advertising in Pakistan is evident from this research. In the 20th century, the concept of social media advertising has emerged and spread over a huge segment of companies and is supported by the consumers. Practical implications: this research will be helpful in identifying the consumer characteristics for the particular industry. Therefore, the statistics identified from this study was important as provides the basis of consumer behaviour and perceptions in regard to social media advertising.