Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision

The purpose of this study was to examine the impact of brand awareness and social media content marketing on the consumer purchase decision. The data for this research was collected through an online questionnaire. The total number of respondents for this study were 150 (60% females; 40% males). The objective of this research was to investigate the relationship between brand awareness and social media content marketing with the consumer purchase decision. However, results indicate that brand awareness has a weak positive significant relationship with consumer purchase decision whereas, social media content marketing has a moderate positive significant relationship with the consumer purchase decision.