THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS, BRAND ENGAGEMENT, AND PURCHASE INTENTION; MODERATING ROLE OF CONSUMER BELIEF

Abstract

In this research Gratification Theory (UGT) the theory of Consumer Brand engagement (CBE) was used, the researcher explores the impact of Social Media Marketing on BrandAwareness, Brand Engagement, and Purchase Intention; Moderating the role of Consumer
Belief. In this current research, the non-probability sampling method was used for data collection, and the survey method was used. Data was collected through an online Google form. In this current research, the researcher used a five-point Likert scale. The total
response was 318, and all respondents were social media users. Two software was used in this current SPSS and Smart-pls. This study promotes the brand through social media marketing and providing brand-related information to the consumers. Concentrating on
the motivations for brand engagement in social media and the type of content consumers in each country prefer is necessary due to the varying levels of consumer brand awareness and their respective impacts on purchase intention. The primary is to provide valuable
insight into the social media marketing platform, and this study is distinctive in that it investigates how social media marketing affects Pakistani consumer behavior. Additionally, it investigates consumer belief as a moderator that impacts social media marketing and brand awareness.