THE IMPACT OF FACEBOOK ADVERTISING ON ENHANCING PURCHASE INTENTION OF CONSUMERS TOWARD E-COMMERCE INDUSTRY IN KARACHI

Abstract

Purpose: This research work is executed with an intention to explore the significance of Facebook as a marketing tool and understand different positive aspects of Facebook advertisement in e-commerce industry in Karachi toward molding their purchase intention. Research Methodology: This research study followed with explanatory research approach to determine the impact of Facebook advertisement, brand image and equity on purchase intention of consumer in e-commerce industry in Karachi. This research study is primary and quantitative in nature. The targeted population of current research study is composed of e- commerce industry that is operational in Karachi. In this research study non-probabilistic convenience sampling technique has focused. The sample size of present study is 300 respondents. In this research study survey technique has adopted for data collection process. In this research study questionnaire has used as data collection instrument. In this research study multivariate regression technique has adopted. Findings of the Research: The results of current research study reveal that there is a significant role at 5 percent level of significance of sensuality of brand image, mystery of brand image, advertisement on Facebook and brand and brand equity in determination of purchase intention of users on social platform with coefficient value of 0.184, 0.444, 0.303 and 0.331 respectively. It is clearly evident from results that mystery of brand image is most power factor to determine purchase intention of consumer followed with Facebook advertisement and brand equity that also positively determine purchase intention of consumer in e-commerce industry in Karachi. Practical Implications: This research study explored the importance of Facebook advertisement and role of brand image and equity in determination of purchase intention of consumer in e-commerce in Karachiwith significant role of mystery and sensuality of brand image along with brand equity and Facebook advertisement in developing interest about e- commerce product offers.