Description: Delve into this literature review document, where critical themes are meticulously examined and synthesized. This comprehensive resource provides a thorough overview of existing research, offering insights and perspectives that contribute to a deeper understanding of the subject matter.

1. How Does Social Media Advertising Impact on Consumers
Buying Behavior & Brand Awareness
Submitted By
Muhammad Hamza
Reg No: B2011061
Parvesh
Reg No: B2011082
Submitted to:
Dr. Sadiya Khurram Shaikh
Supervisor for the Project
Dr. Sadiya Khurram Shaikh
Shaheed Benazir Bhutto Shaheed University Liyari Karachi,

2. LITERATURE REVIEW:
He Study analyzes brand awareness and social media’s effect on consumer purchases. Weak
positive link with brand awareness, moderate positive with social media. Used online survey
with 150 participants, assessing demographics, brand awareness, social media impact, and
purchases. Employed SPSS for analysis. Result, Brand awareness slightly impacts purchases;
social media has a moderate impact.Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G.
(2019).
He Study investigates impact of SNS ads on consumer purchases, and the role of brand
awareness, using data from 360 students at Girne American University in North Cyprus. Use
Data collected through in-person questionnaires from students aged 17+ between Apr-May
2019. Analysis done using SEM. Results SNS ads significantly affect brand awareness and
purchase decisions. Brand awareness mediates this relationship. Research enriches social
media marketing understanding in North Cyprus context. Nofal, Reema & Calicioglu, Cemal
& Aljuhmani, Hasan. (2020)
Paper Aim: Investigated effect of social media marketing features on fast-food consumer
purchase decisions in UAE. Explored brand trust’s role as a mediator. Used survey data (258
participants) and AMOS 21 for analysis. Survey method used with convenience sampling
Results , Brand trust significantly influences purchase decisions. IN formativeness, relevance,
interactivity positively affect decisions. Entertainment effect insignificant. Brand trust
mediates interactivity and in formativeness. Hanaysha, Jalal. (2022).
This paper empirically researches social media’s role in consumers’ decision-making. A
survey shows social media affects consumer satisfaction from info search to post-purchase.
Method: primary surveys via Google Forms, secondary research. Findings: 15-25 age group
spends most time, 50% shop online 1-2x/month, 50% spend 0-2 hrs/day on social media.
60% follow brands, 61% see social media as word of mouth, 47% say it affects brand
perception, 46% influenced by it, 88% believe it promotes brands.Gupta, Sachin & Chopra,
Chahat. (2020).
Social media’s impact on consumer buying choices is studied. Marketing pros use it for
quick customer reach. Factors like updates, influencers, convenience, and experience-sharing
affect buying behavior. Influencers play the biggest role, followed by convenience and
updates. Study used a questionnaire for 200 online shoppers in NCR. 78% of 132 responses
were used. Helps retailers and websites compete better. Saini, Chand & Kumar, Sunil &
Dangi, Amit & Yadav, Kanchan. (2021).
Social networking has emerged as a pivotal instrument for fostering connections among
individuals in the contemporary era. People convene in virtual dialogues with their
companions and colleagues through social media, facilitating discussions and the exchange of
content. In this digital landscape, participants encompass both users and web content creators,
converging on a platform designed for the exchange of information and communication
(Touchette & Schanski, 2015).
Within the ever-evolving business arena of today, the influence of social media advertising
on consumer behavior and the recognition of brands has risen to the forefront. Enterprises are
reevaluating their marketing strategies in response to the widespread reach of platforms like
Facebook, Instagram, and Twitter. The study delves into the manner in which social media

3. advertising shapes brand perception and consumer purchasing habits. In the face of global
expansion and novel technologies, companies are compelled to revisit the fundamental pillars
of marketing: product, price, place, and promotion (Quelch & Jocz, 2008). In our local
context, a brand assumes the role of an asset, wielding the capability to reshape consumer
spending tendencies and playing a pivotal role in the growth of enterprises (Choi et al., 2017).
Brand awareness exercises a substantial impact on consumer purchase decisions, ushering in
three key advantages: education, contemplation, and selection (Foroudi, 2019). It endeavors
to tackle predicaments, guiding consumers in surmounting challenges and navigating the
decision-making process, rather than fixating solely on the brand itself. The primary objective
of content marketing, as delineated by Pulizzi (2012), centers on maintaining the engagement
of target audiences with brand initiatives through a spectrum of updates including images,
videos, and articles. Consequently, brands must employ an array of strategies to kindle
sustained interest.
Consumer behavior, premised upon the utilization of available resources such as time,
money, and effort, plays an integral role in the purchasing process (Chiang et al., 2016). In
concurrence with Baines & Fill (2014), social media marketing has evolved into a digital
conduit for marketing endeavors. As consumers actively engage with brand offerings and
gain facile access to disseminate, critique, and craft information, modern businesses
relinquish a degree of control over their market perception. Social media has been
instrumental in fostering transparency, laying bare both the commendable and less savory
facets of a company, which can swiftly attain viral status through sharing.