A STUDY ON EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING AND THEIR PURCHASE INTENTIONS

Abstract Background: The research obtains the evolving circumstances of the effectiveness of social media advertising in Vijayawada in 2022 among several undergraduate students. With a concentration on the applied study, the examination seeks to assess the nuances of social media advertisements and their respective effect on purchasing intentions in the context of the dynamic digital ecosystem. Method: Implementing a descriptive survey method, the research surveyed all chosen undergraduate students with a particular 11-item questionnaire. Therefore, data analysis applied Structural Equation Modelling and SPSS with AMOS to explore purchase intentions, brand equity, and brand image. Results and Discussions: The research model revealed a good fit, asserting its suitability. Therefore, accepted hypotheses emphasized the potential role and applicability of brand image in fostering brand equity and their respective strategic impact on consumers' purchase intentions. Conclusion: The outcomes facilitate actionable perspectives for marketers, highlighting the significance of cultivating positive images of brands and strategically controlling brand equity in the strategies or policies of social media advertising.