| dc.description.abstract | This study is performed to explore the main facets of advertising on social media sites that could affect consumers’ buying intentions for Starbucks goods in Vietnam. On the basis of the extending Unified Theory of Acceptance and Use of Technology (UTAUT2) and Ducoffe’s web advertising model, along with some literatures related to social media advertising, a conceptual model was proposed to solve the issue. Online and offline surveys were used to collect data from a number of 297 respondents who are living in Ho Chi Minh City and have awareness about Starbucks advertising on social media platforms. To explain the research construct and hypotheses, the study was analyzed using quantitative method and applying Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal the significant impact of Habit and Performance Expectancy on Purchase Intention, while Hedonic Motivation, Interactivity, Perceived Relevance, Informativeness, Credibility, and Brand Awareness show insignificant effect. The result also pointed out the positively effect between Interactivity, Perceived Relevance, and Informativeness to Hedonic Motivation and Performance Expectancy. This study has implications and recommendations for both companies and specialists in the marketing field.
Keywords: Marketing, Advertising, Social media, Purchase Intention, the extending Unified Theory of Acceptance and Use of Technology (UTAUT2), Starbucks, Brand Awareness. | en_US |
