Navigating the Digital Marketplace: Examining the Influence of Social Media Advertising on Purchase Intentions through the Lens of Performance Expectancy Theory

Abstract

This study aims to analyze how social media advertising affects consumer purchase intentions, in Pakistan. Organizations have spent a lot of time, money, and resources on social media ads. However, there is always a challenge in how organizations can design social media advertising to successfully attract customers and motivate them to purchase their brands. This study aims to identify and test the main factors related to social media advertising. It investigates how performance expectancy influences the relationships between informativeness, perceived relevance, social media marketing, interactivity, and purchase intention. The research is grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT2). The data was collected using a questionnaire survey of 350 participants. To gather data a structured questionnaire-based quantitative research approach was used. Data for this study was collected through a questionnaire and a survey was conducted from consumers of Punjab Pakistan. This research aims to give several theoretical and practical advice for marketers on how to effectively design and conduct social media advertising campaigns.