Drivers of the Purchasing Intention Provoked Via Facebook Advertising of Millennial Sri Lankans

Advertising plays a significant role in the current business world. In digital platform, social media advertising is new trend developed and developing countries. Sri Lanka, Facebook covered vaster audience compared to other platforms. There challenge organizations designing ads successfully attract target motivate them purchase advertised products. Therefore, primary purpose of study analyze effect predict millennial consumers' intention. The conceptual framework comprises performance expectancy, along with informativeness perceived relevance. Further, gender moderating this study. data collected using self-directed questionnaire distributed among 200 participants. findings revealed that moderates relationship between relevance expectancy expectancy. Informativeness advertisements was factor purchasing