The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour

Şakir Erdem
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Şakir Erdem: Marmara University, Faculty of Business Administration, Istanbul

European Journal of Marketing and Economics Articles, 2024, vol. 7

Abstract: This study examines how advertisements on social media and word-of-mouth (WOM) marketing actively drive consumer ad clicks, establishing a comprehensive research model where motivation, self-congruity, and consumer attitudes toward social media ads dynamically influence click-through behavior and subsequent purchase intentions. The primary aim of this research is to develop a nuanced understanding of the psychological and behavioral mechanisms through which ad clicks translate into definitive purchase intentions within modern social networking environments. Focusing empirically on the Turkish market, the findings underscore the critical importance of consumer behavior in dictating social media utility and shaping purchasing trajectories among Turkish consumers. The statistical analysis reveals that all variables within the conceptual framework are positively and significantly related to one another, confirming that heightened motivation and positive brand alignment heavily reinforce the effectiveness of both peer recommendations and digital advertisements. Ultimately, these results suggest that contemporary marketers cannot afford to treat digital advertising as a passive endeavor; instead, they must take into account these behavioral drivers and actively manage their social media ecosystems and targeted social network sites to foster community engagement, optimize conversion rates, and cultivate long-term consumer loyalty.

Keywords: Adclicks; Social Media; Purchase Intention; WOM; Consumption Motivation; Attitudes to Ads (search for similar items in EconPapers)
Date: 2024
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