This research has been carried out to examine the influence of social media advertising on thernpurchase intention of Kidame Beer consumers. Various literatures were used to discuss thernconcept of social media and consumer purchase intention and to identify variables influencingrnpurchase intention. The literature provided discusses the concept of social media advertisementrnand consumers' buying behavior. The research followed an explanatory method and quantitativelyrndescribed factors connected to the intention of buying Kidame beer. The influence of social mediarnadvertising characteristics on the purchasing intention of customers was examined mainly. Thernindependent variable advertisement was sub-classified to understandably, to appeal for messages,rnmemory, credibility and originality. The intention to buy has been established as the variable ofrndependence. Primary data have been acquired from diverse sources utilizing a 5-point Llikertrnscale questionnaire. A total of 384 questioners were distributed and 327 were returned forrnanalysis. All the answers were analyzed through descriptive and inferential method of statisticsrnusing SPSS software Version 20. The dependent variable correlates with the independent variablesrnin a positive way as it is indicated by the Pearson correlation coefficient. Regression analysis wasrnalso used, and the outcomes showed that all the above-mentioned variables are substantial. Onrnthe basis of the conclusions, a statistical regression model had been presented and it is proposedrnthat the factors be used in an effective advertising campaign. This research therefore contributesrnto the advertising sector a new dimension