scholarly journals Factors Influencing Customer Purchase Intention: Reference to Social Media Advertising

2021 ◽  
Vol 12 (2) ◽  
pp. 350
Author(s):  
S. M. F. Shafnaz
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Factors Influencing ◽  
Social Media Advertising

The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Nur Qistina Ihsannuddin ◽  
Ainul Mohsin Abdul Mohsin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Consumer Attitude ◽  
Content Type ◽  
Social Media Advertising ◽  
The Relationship ◽  
Significant Positive Influence

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

Online Video Advertisements' Effect on Purchase Intention

2019 ◽  
pp. 454-471
Author(s):  
Geetika Jain ◽  
Sapna Rakesh ◽  
Kostubh Raman Chaturvedi
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Online Video ◽  
Consumer Purchase Intention ◽  
Social Media Advertising ◽  
Value Model

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

scholarly journals Social media advertising: Factors influencing consumer ad avoidance

2017 ◽  
Vol 16 (2) ◽  
pp. 183-201 ◽  
Author(s):  
Carlos Ferreira ◽  
Nina Michaelidou ◽  
Caroline Moraes ◽  
Michelle McGrath
Keyword(s):  
Social Media ◽  
Factors Influencing ◽  
Social Media Advertising

scholarly journals Does Social Media Advertising Features Matter An Investigation of Consumer Purchase Intention

2019 ◽  
Vol 1 (1) ◽  
pp. 20-36
Author(s):  
Hafiz Wajahat Ali Shah ◽  
Imran Khan ◽  
Abdul Hameed
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Current Model ◽  
Performance Expectancy ◽  
Use Of Technology ◽  
Consumer Purchase Intention ◽  
Social Media Platforms ◽  
Social Media Advertising ◽  
Perceived Relevance

Social media is continuously used as a platform for marketing and advertising. Firms have spent a lot of seasons, cash and property on Social media ads. However, it is all the time stimulating how Firms can prepare Social media advertising to fortunately engage and inspire a consumer to purchase their brands. The purpose of this research is consequently to describe and check the key elements of Social media advertising that force anticipate the buy intention. The theoretical model was expected on the foundation of three factors from the expansion of the Unified Theory Acceptance and Use of Technology (UTAUT2) (Performance expectancy, Hedonic motivation and Habit) along with Interactivity, Informativeness and Perceived relevance. The data was composed using a questionnaire survey of 260 participants. The most important results of structural equation modelling (SEM) mainly sustained the validity of the current model and the significant impact of Performance expectancy, Hedonic motivation and Interactivity, Informativeness, and Perceived relevance on purchase intentions. Confidently, this study will produce a set of theoretical and practical instruction on how marketers can successfully plan and apply their ads through Social media platforms.

scholarly journals Predicting Generation Y’s Purchase Intention towards Brands Advertised on Social Media: A PLS-SEM Analysis

2019 ◽  
Vol 6 (2) ◽  
pp. 98
Author(s):  
Uchechi Cynthia Ohajionu ◽  
Soney Mathews
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Influence ◽  
Sem Analysis ◽  
Privacy And Security ◽  
Gen Y ◽  
Advertising Strategy ◽  
Social Media Advertising ◽  
Security Concern

<p><em>Social media advertising has become an integral part of product promotion by many companies. This strategy has impacted the sales and revenue departments of many advertisers. Hence, a strategically targeted advertising is needed to maximise return on investment on advertising in the form of sales, revenue, and profit. Although most businesses recognise the value of social media advertising opportunities, not many have figured out how to execute this strategy accordingly. With many </em><em>w</em><em>estern corporations embracing social media advertising, it is high time for Malaysian businesses to delve into this advertising territory. In order to familiarise them to the attitude of customers’ towards social media advertising, this study is timely</em><em> to provide useful insights to guide Malaysian businesses.</em><em></em><em></em></p><p><em>Findings from this study will help advertising managers to ensure efficient utilisation of their budget and development of more effective advertising strategy, especially when formulating strategies to cater to Gen Y in Malaysia. Based on the data collected from 1,087 Gen Y consumers in Malaysia, the effect of belief factors (lifestyle, privacy and security concern, entertainment and credibility) on attitude towards social media advertising was examined. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was employed to assess the hypothetical relationships between the belief factors and attitude towards social media advertising, purchase intention and actual purchase. The results revealed that the belief factors (lifestyle, privacy and security concern, entertainment and credibility) manifested a positive influence on attitude towards social media advertising.</em></p>

scholarly journals The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

2018 ◽  
Vol 7 (4.4) ◽  
pp. 30
Author(s):  
Ina Melati ◽  
Teddy Indira Budiwan ◽  
Haryadi Sarjono
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Regression Analysis ◽  
University Students ◽  
Multiple Regression Analysis ◽  
Purchase Intention ◽  
Positive Impact ◽  
Celebrity Endorsement ◽  
Study Case ◽  
Social Media Advertising

This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.  

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