Facebook Advertisements’ Impact on Undergraduate Consumer’s Purchasing Intention in Sindh, Pakistan

This study focuses on the impact of Facebook advertisements on undergrad consumer's purchasing intention in Pakistan.Furthermore, it explores undergraduate preferences toward Facebook advertisements.Another purpose is to determine the undergrad's attitudes toward Facebook advertisements among undergrad consumers' purchasing intentions.Last but not least is to evaluate the mediating role of brand image and brand equity through Facebook advertisements among undergrad consumers' purchasing intention.All constructs of the study are adopted from reviews of the previous literature.A total of 278 sampled data was collected among the undergraduate Facebook advertisement users at the University of Sindh, Jamshoro, Pakistan.Researchers applied the semi-structured survey within the purposive sample technique.The data was examined by SPSS version 28.The result of R Square (R 2 = 0.529) affirmed that Facebook advertisements have a favorable impact on consumer's purchasing intentions, which ensures the primary objective of this study.The key finding of the research reveals that Facebook advertisements have a positively significant impact on preferences, attitudes, brand images, and equity among undergraduate consumer's purchasing intentions.All findings have been constituted by the means of the proposed model.