THE IMPACT OF META-FACEBOOK ADVERTISING & INSTAGRAM ADVERTISING ON BRAND EQUITY, BRAND PARITY AND CONSUMER PURCHASE DECISION IN PAKISTANI MARKET

Abstract

Social media has revolutionized the way companies market their products and interact with customers through creative digital platforms. Social media has changed the landscape of marketing and given companies the opportunity to interact with consumers through engaging digital channels. This study is set to explore the influence of Meta/Facebook advertising and Instagram advertising on the brand equity, brand parity and consumer purchase decision in the Pakistani market. It will explore the connection between the social media advertising activities and the perception of brands and buying intentions of consumers. It focuses on the role of content, brand communication and digital marketing strategies in the search of adding value to a brand and competitive positioning.

The quantitative approach to research was used to analyze the relationship between the variables mentioned, i.e. Meta/Facebook advertising, Instagram advertising, brand equity, brand parity and consumer purchase decision. The proposed relationships are tested by using statistical analysis of data collected from Pakistani social media users. This study is designed to measure the contribution of Facebook and Instagram Ad to positively influencing the brand equity and purchasing intention and to measure the contribution of brand equity and brand parity for influencing consumers' preference among brands, so that an effective Facebook /instagram ad can stimulate the desire for buying the ad brand to its target audience. The results provide valuable guidance for marketers and business owners to develop effective social media marketing strategies, brand reinforcement, and boosting customer engagement in Pakistan's e-commerce market.