| dc.description.abstract | Today, the number of people using Facebook and social networks is increasing,
making social media marketing an indispensable communication channel for brands. In the
4.0 era with breakthroughs in technical and scientific achievements especially machine
learning and deep learning applied to many different professions such as economics,
biology, etc. In marketing, AI is applied in personalized advertising to help increase
customers' favorite attitudes towards advertising, improve purchasing ability, and reduce
cases of ad avoidance.
There are many studies examining the influence of personalized advertising on
brand awareness, brand attitude and purchase intention. However, very few authors have
studied the influence of motivations from Facebook advertising on customers. The research
of Irshad & Ahmad (2019) is one of the few who started studying specifically in the
Facebook perspective and in one particular industry. Because of the novelty of the topic as
well as the potential in exploiting different motivations affecting consumer's attitude and
purchase intention. This study is adapted from the research of Irshad & Ahmad (2019)
which the authors examined the effects of informativeness, enjoyment, perceived
personalization of the ad on the consumer’s feelings and their buying tendency. However,
when reviewing other studies with the same topic, credibility comes up as also one of the
most essential indicators.
With an aim to provide an overview about what motivations will affect the
consumer’s attitude and purchase intention, this research decided to examine these
motivations in the context of skincare products in Vietnam. It takes probably 4 months to
come to the data analysis step by collecting more than two hundred people of generation
Z. The findings show that utilitarian, hedonic and credibility directly affects the purchase
intention. For the antecedents of consumer’s attitude, the results prove that
informativeness, amusement, credible content and personalization have the significant
relationship with consumer’s attitude. This results also prove the mediating role of
consumer’s attitude between the relationship of the four motivations and purchase
intention | en_US |
