Abstract:

Social media has changed the marketing approach through which, it has connected marketers and consumer in a closed network. This study is based on the replication of the methodology of a thesis by Dehghani 2013 and to compare the findings in Pakistan’s perspective. The core aim of this study is to explore the impact of Effectiveness of Facebook Advertising, Brand Image and Brand Equity on purchase intention of consumers. The effectiveness of Facebook advertising, Brand Image, and brand equity are taken as an independent variable whereas; purchase intention is used as dependent variables. A total sample of 121 respondents was selected for the study using non-probability convenience sampling. Data was a performed using SPSS 22 and multiple regressions were analyzed. The results of the study showed that Facebook advertising has a substantial impact on brand image and brand equity, both of which factors contributed to a significant change in purchasing intention.