Consumer’s Purchase Intention Towards Organic Products: How Social Media Advertising Exposure Frequency Influences Consumer Purchase Decision in the Organic Food Industry

Zijian Li ()
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Zijian Li: Xi’an Jiao Tong Liverpool University, International Business Scholl Suzhou

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 71-77 from Springer

Abstract: Abstract In recent years, the demand for organic products has been on the rise, and consumers are increasingly interested in purchasing organic food products due to their perceived health benefits and environmental advantages. While the organic food industry has experienced significant growth in recent years, businesses within this industry are faced with the challenge of effectively reaching and engaging with their target audience to drive consumer behavior and increase purchase intention. The purpose of this study is to examine the relationship between social media advertising exposure frequency and consumer purchase intention in the organic food industry. The study provides insights into the effectiveness of social media advertising frequency of exposure in driving consumer behavior and increasing purchase intention for organic food products. Specifically, the survey-based study will investigate the extent to which exposure to social media advertising impacts consumer purchase intention. By exploring these questions, this study offers suggestions for advertisers’ further social media marketing design.

Keywords: Social media marketing; frequency of exposure; Consumer purchase intention; Organic food industry (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_8

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DOI: 10.2991/978-94-6463-246-0_8

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