THE MODERATING IMPACT OF ONLINE FRAUD ON THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADVERTISEMENT AND CONSUMER PURCHASE DECISION IN E-COMMERCE BUSINESSES IN MERGED DISTRICTS OF KHYBER PAKHTUNKHWA

Abstract

This research studies the moderating impact of online fraud on the relationship between social media advertising and consumer purchase decisions in the e-commerce sector of Pakistan’s merged districts of Khyber Pakhtunkhwa. With the rapid growth of digital marketing, particularly social media advertising, businesses have found new opportunities to influence consumer behavior. However, this expansion has also increased vulnerabilities to fraudulent practices, raising concerns about consumer trust and online shopping hesitation. Adopting a quantitative, cross-sectional design, data was collected from 300 respondents through a structured questionnaire distributed via social media platforms. Findings reveal that while consumers often find social media advertisements entertaining and engaging, their perceived usefulness and relevance remain inconsistent. The study concludes that social media advertising has considerable potential to shape consumer decisions, but its effectiveness depends on content quality, personalization, and credibility.