Marketers promote their products using a different medium to circulate their advertising message to customers in order to inform and persuade customers to buy their products. The emergence of new technology and social media platforms has made it much easier for marketers to reach more audiences than ever before. This excessive advertisement has emerged as a new phenomenon known as infobesity, advertising overload, or marketing overload. The purpose of this study is to find out the effect of Information overload on brand recall, for which a quantitative method was used with a sample size of 148 students and SPSS 21 for analysis of the data. The survey was conducted, and questionnaires were distributed among the students of the University of Swat. The study reveals that a negative and significant relationship exists between information overload and brand recall. This study also reveals that excessive bombardment in advertisements results in a decline in the effectiveness of the advertising message and goes against brand awareness and brand recall. The correlation analysis (r= -0.353, P<0.05) and regression analysis (beta = -0.415, P<0.05) reveal that information overload negatively impacts customer brand recall.

The use of e-commerce is growing so rapidly around the globe and provides e-marketers with many emerging opportunities. Ife-marketers get awareness about those elements and aspects which can affect consumers’ buying behavior and the relationships between these factors. Then they can further develop their marketing strategies to convert potential customers into active ones and hold current online customers. The increasing use of the Internet by Pakistani customers provides developing prospects for online retailers. This paper focuses on factors that online Peshawari buyers keep in mind while buying online. This study found that website design, website reliability/fulfillment, website customer service, and website security/privacy are the four dominant factors that influence consumer perceptions of online purchasing. Online buyers have positive evaluations of website design and website reliability/fulfillment but negative evaluations of website security/privacy issues, which implies that security/privacy issues are important to most online buyers. Finally, the recommendations presented in this research may help foster the growth of Pakistani online marketing in the future.