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

Hafiz Wajahat Ali Shah, Imran Khan () and Abdul Hameed
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Abdul Hameed: The Islamia University of Bahawalpur, Bahawalnagar, Pakistan.

iRASD Journal of Management, 2019, vol. 1, issue 1, 20-36

Abstract: 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 stimulating how Firms can prepare Social media advertising to engage and inspire consumers to purchase their brands, fortunately. This research aims 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 structural equation modeling (SEM) mainly sustained the current model's validity 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.

Keywords: Purchase intention; Consumer; Marketing; Advertising; Social media (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ani:irdjom:v:1:y:2019:i:1:p:20-36

DOI: 10.52131/jom.2019.0101.0003

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