Abstract
The role of Integrated Marketing Communications (IMC) has been the guiding principle that organizations use to communicate with their target markets. The appearance of the phenomena known as the “Social Media” is the new buzz word and is also referred to as Consumer Generated Content. Popular examples include Facebook, Twitter, YouTube, Myspace, Instagram and Flickr etc. Social media not only provides information but acts as a social instrument of interaction. The interaction could be in the form of asking for votes, likes, comments and even recommending popular songs/movies. The Young Consumers which depict greater energy, effort and motivation towards social media advertising attract a lot of attention. One of their key foundational characteristic is early and frequent adaptation to technology which has emotional, cognitive and societal outcomes. Businesses in Pakistan are still looking for a clear picture from where and how to start their social media marketing, revolutionize their advertising techniques and attract their target clients towards the social networking sites (SNS). Hence identifying the underlying consumer attitudes, aspirations and motivations towards social media advertising and ultimately prompting them towards online purchases is highly crucial.
Keyword(s)
Social Media, Consumer Generated Content, Young Consumers, Advertising, Attitudes, Motivations