Investigating the impact of social media advertising features on customer purchase intention

By Ali Abdallah Alalwan. International Journal of Information Management, 2018

866 citations recorded by the source corpus.

Abstract Social media is being increasingly used as a platform to conduct marketing and advertising activities. Organizations have spent a lot of time, money, and resources on social media ads. However, there is always a challenge in how organizations can design social media advertising to successfully attract customers and motivate them to purchase their brands. Thus, this study aims to identify and test the main factors related to social media advertising that could predict purchase intention. The conceptual model was proposed based on three factors from the extending Unified Theory of Acceptance and Use of Technology (UTAUT2) (performance expectancy, hedonic motivation, and habit) along with interactivity, informativeness, and perceived relevance. The data was collected using a questionnaire survey of 437 participants. The key results of structural equation modelling (SEM) largely supported the current model’s validity and the significant impact of performance expectancy, hedonic motivation, interactivity, informativeness, and perceived relevance on purchase intentions. This study will hopefully provide a number of theoretical and practical guidelines on how marketers can effectively plan and implement their ads over social media platforms.

Subfields: Artificial Intelligence, Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/38965f45c781905a5637e79a292dfe5702a421de

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In Information Systems and Management

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Citations in the corpus

Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse (2020, background): “Since MFOAs are new technology in Jordan, customers are not fully familiar with them; accordingly, they could be primarily influenced by others (friends, family, leaders, relatives, colleagues) whose opinions, thoughts, and attitudes are important to them (Alalwan, Dwivedi et al., 2017; Okumus et al”
The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing (2021, background): “Interactive ad might entertain consumers and increase their purchase intention (Alalwan, 2018).”
The battle of Brain vs. Heart: A literature review and meta-analysis of "hedonic motivation" use in UTAUT2 (2019, background): ““Hedonic motivation” is defined as the fun or pleasure derived from using technology and it is an important determinant of consumer’s technology acceptance and use (Alalwan, 2018; Baabdullah et al., 2019; Brown & Venkatesh, 2005; Hamari & Koivisto, 2015; Shareef et al., 2017; Shaw & Sergueeva, 2019)”
The effect of characteristics of source credibility on consumer behaviour: A meta-analysis (2020, background): “Introduction In the Internet era, consumers increasingly look for information about products and services online to enhance their purchase decision process (Alalwan 2018; Dwivedi et al., 2015; Lee et al., 2008; Shareef et al., 2017; Shiau et al., 2018).”
Do social media platforms develop consumer panic buying during the fear of Covid-19 pandemic (2020, background): “The social media has increased the online purchasing behaviour therefore many businesses and consumers are engaged because it facilitates to take optimal buying decision (Alalwan, 2018; Alalwan et al., 2019; Baker Qureshi et al., 2019).”
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Alalwan (2018) asserts the positive impact between affection, cognition, and purchase intention over social media sites.”