IMPACT OF SOCIAL MEDIA ON CONSUMER SATISFACTION BASED ON AIDA MODEL WITH MEDIATING EFFECTS OF BRAND AWARENESS IN RESTAURANT SECTOR PESHAWAR, PAKISTAN

Abstract

This study examines how social media marketing, structured through the AIDA model (Attention–Interest–Desire–Action), influences consumer satisfaction in Peshawar’s restaurant sector, with brand awareness as a mediator. A survey of restaurant customers was analyzed using Structural Equation Modeling (SEM). The measurement model confirmed reliability and validity, while the structural model showed significant effects: social media marketing positively impacted brand awareness (β = 0.58, p < .001) and consumer satisfaction (β = 0.34, p = .001). Brand awareness also enhanced satisfaction (β = 0.41, p < .001) and partially mediated the AIDA–satisfaction relationship (indirect β = 0.24, p < .001). The model explained 48% of consumer satisfaction, highlighting the dual direct and indirect role of social media marketing. Findings extend the AIDA framework to an emerging market and suggest that restaurant managers should integrate promotional and brand-building strategies to boost both engagement and satisfaction.