Abstract
Purpose: Previously, studies on the social networking sites (SNS) and social networking advertisement (SNA) has shown their results about the online shoppers. But this study focus to check the antecedents of purchase intention which effects it negatively and positively, also the moderating role of ad click between antecedents and purchase intention and moderating role we trust between the relationship of ad click and purchase intention. The overall purpose of this study is to develop a conceptual foundation for investigating the customer attraction process in online framework. Methodology: In order to find out the effectiveness of this relationship we used Regression and correlation technique. Data was collected from 240 respondents using social media frequently. Findings: Results indicate a positive relationship of peer influence and quality of life with purchase intention, while negative relationship of perceived invasiveness and privacy concern with purchase intention and ad click also mediates in these relationships. Study also concludes that web trust also moderates the relationship of ad click and purchase intention. Implications: Managerial implications are also discussed in this study.