The role of Integrated Marketing Communications (IMC) has been the guiding principle thatorganizations use to communicate with their target markets. The appearance of thephenomena known as the "Social Media" is the new buzz word and is also referred to asConsumer Generated Content. Popular examples include Facebook, Twitter, YouTube,Myspace, Instagram and Flickr etc. Social media not only provides information but acts as asocial 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 whichdepict greater energy, effort and motivation towards social media advertising attract a lot ofattention. One of their key foundational characteristic is early and frequent adaptation totechnology which has emotional, cognitive and societal outcomes. Businesses in Pakistan arestill 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 socialnetworking sites (SNS). Hence identifying the underlying consumer attitudes, aspirations andmotivations towards social media advertising and ultimately prompting them towards onlinepurchases is highly crucial.
Keywords: Social Media, Consumer Generated Content, Young Consumers, Advertising,Attitudes, Motivations.