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

Şakir Erdem, Beril Durmuş and Osman Özdemir
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Åžakir Erdem: Marmara University, Faculty of Business Administration, Istanbul

European Journal of Economics and Business Studies Articles, 2017, vol. 3

Abstract: This study examines the ads on social media and word of mouth marketing lead to ad clicks. Motivation, congruity, attitudes to ad on social media and word of mouth marketing lead to ad clicks, which respectively affect purchase intention in research model. The study aims to develop an understanding of how ad clicks affect to purchase intention on social media. Findings of the study presents the importance of consumer behaviour to use of social media and to purchase intention among Turkish consumers. Consequently, in the study all variables are positively related to each other. These results suggest that marketers need to take into account and manage actively social media and specifically their social network sites.

Keywords: Adclicks; Social Media; Purchase Intention; WOM; Consumption Motivation; Attitudes to Ads (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:eur:ejesjr:155

DOI: 10.26417/ejes.v9i1.p25-33

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