Abstract
The commercial climate for multinational organizations has changed as an outcome of the growth of significant online businesses. Consumer interest has evolved away from traditional buying behaviors due to modern societal digitization. This study intends to investigate how social media advertising affects consumers' intention to make a purchase while taking into account brand preference and brand image as potential mediators. An online survey was conducted among customers of a shoe retailer brand of Pakistan. The sample included 200 respondents who have experience of online shopping. Statistical results showed that social media advertising and consumer purchase intentions are significantly correlated. Additionally, our analysis discovers that brand preference and brand image play an important mediating role in the relationship between social media advertising and customers' purchase intentions. Furthermore, the study has highlighted the significance of social media advertising strategy for gaining the best position in customers' minds and enhancing brand perception.