The Effects of Social Media Advertising on Consumer Buying Behavior in Lashkargah City

Abstract

This study was conducted to examine the effects of social media advertisements (Facebook, WhatsApp, YouTube, and TikTok) on consumer buying behavior in Lashkargah city. To achieve this objective, researchers distributed 400 questionnaires to residents of Lashkargah, from which 386 valid responses were collected. Data were gathered using a structured survey questionnaire based on the Likert scale. The research methodology was grounded in the deductive approach, where hypotheses were developed from existing theories and tested according to a predefined plan. The study follows a cross-sectional design, as data were collected once from a specific group of people and analyzed. For reliability testing, SPSS 27 software was used prior to regression analysis to ensure more credible results.

Findings show that all respondents were male (100%), with 92% aged between 18–25 years, and 47.2% holding a bachelor’s degree. Among the social media platforms, YouTube advertisements (Beta=0.225, p<0.001) have the most significant positive effect on consumer buying behavior. Facebook advertisements (Beta=0.122, p<0.021) and WhatsApp advertisements (Beta=0.153, p<0.03) also show positive and significant effects, while TikTok advertisements (Beta=0.047, p<0.371) have no significant effect on consumer buying behavior. Correlation results indicate that overall, social media advertisements (Facebook, WhatsApp, YouTube, and TikTok) positively and significantly influence consumer buying behavior. Moreover, these advertisements explain 15.4% of the variance in consumer buying behavior in Lashkargah city.