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

Author

Listed:
  • Hafiz Wajahat Ali Shah
  • Imran Khan
  • Abdul Hameed

    (The Islamia University of Bahawalpur, Bahawalnagar, Pakistan.)

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.

Suggested Citation

  • Hafiz Wajahat Ali Shah & Imran Khan & Abdul Hameed, 2019. "Does Social Media Advertising Features Matter An Investigation of Consumer Purchase Intention," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 1(1), pages 20-36, June.
    • Handle: RePEc:ani:irdjom:v:1:y:2019:i:1:p:20-36
    DOI: 10.52131/jom.2019.0101.0003
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    References listed on IDEAS

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