Mediating Role of Social Media Advertising between Brand Awareness and Consumer’s Online Buying Decisions

Abstract

The study has measured the effect of social media advertising between consumer’s decisions to buy product by means of brand awareness and found social media advertising’s impact on and the brand Awareness and consumers’ online buying decisions. The study is quantitative and primary data has collected from students of universities of Sindh. 384 respondents have taken part in survey. Data has interpreted with Amos 20, in which fit indices and regression weights has performed to measure reliability of data. The regression weights and the beta value have confirmed factor’s combination. It concludes that brand awareness has significant impact on online buying decisions and mediation of social media advertising mounting such relation.