Abstract:
The fast pace development & innovation in technology has opened numerous cost effective
roads for advertisers to advertise their products & get to embed their information in the
minds of consumers. Digital marketing is being widely used by advertisers including the
famous mediums Facebook, Instagram & Snapchat. In this context the insights regarding
prevailing motivations that lead to intent of brand following on these platforms are still
unknown. Hence aim of this research study is to investigate why consumers follow brands on
Facebook, Instagram & Snapchat, gaining insights about factors that are most critical to
youthful adults (aged 18-24) while framing the intention to follow brands.
An online survey was conducted to gather data from 388 respondents preferably with a
higher usage of social media & a general acquaintance with the applications being studies.
This study is an explanatory study in nature & the assumptions have been tested using
multiple linear regression test. The insights gained from this study are critical for formation
of measures that can eventually, give media-skeptic comparisons of social media advertising
impact. Furthermore the study will unfold the perception of Pakistani consumers about
following brands on the most trending platform like Snapchat/Instagram & their preference
for choosing either
The findings of this study indicate that consumers who utilize social media platforms
(including Facebook, Instagram, Snapchat) to follow brands perceive their usage convenient
& fruitful. Secondly social circle pressure has a great impact on users in social media
engagement with brands. Lastly advertisers should design social media campaigns which
provide value to consumers.
