Impact of Social Media Advertising on Purchase Intention: Mediation of Advertising Literacy, Influencer Review, E-Lifestyle and Brand Awareness

Abstract

The research project under consideration examines how social media advertising and purchase intention is related, with advertising literacy, influencer review, brand awareness and e-lifestyle serving as a strong link and developing a mediation between the social media advertising and purchase intention. The study focused on the field of social media advertising. Institutions and working places in Lahore were picked who had purchase any product online through social sites. The purposive sampling technique was used to obtain information from a sample of 235 consumers. The time horizon was one shot cross sectional survey. Following data collection, analysis was carried out by using Process Macro Hayes mediation model 4 in SPSS, two statistical programs utilized for the evaluation and testing of the responses gathered. The data were subjected to reliability, correlation, and regression analysis. In addition, the data were run through a double mediation model (Model 4) to test the hypotheses. The findings showed that the hypotheses were positively significant and confirmed by the data.  The latest study is a contribution to the literature in general and broadens the range of variables that may influence social media advertisement. It improves knowledge and comprehension of the variables and their relationships, which can aid in developing effective and efficient tactics that brands can employ to inspire their customers to build a solid platform of brand awareness.