In the contemporary business environment, online reviews are becoming more influential
on consumers' purchasing decisions about a product or service. However, marketers can no
longer control the behaviour, issues, or scheduling of customer discussions happening across
social media platforms. Therefore, the process of social media advertising and communicating
information about a company's products and services is becoming more challenging these days.
The study is quantitative in nature and positivism philosophy has been adopted. In addition, the
deductive approach was adopted while the data was gathered with the help of survey
questionnaire. The results determined that there is a significant impact of the advertising on
consumer behaviour and companies should focus more on the young generation due to their
increased usage of the social networking sites.