Factors that impact customer purchase intention in social media advertising

Abstract

As a forum for marketing and advertising, social media is becoming increasingly popular. Significant amounts of time, effort, and capital have been invested by organizations for social media advertisements. However, how those ads effectively retain consumers and inspire them to buy their products is also a challenge. The aim at this research is to define and examine the crucial variables associated with social media ads that could forecast customers’ penchant for buying. The related variables include hedonic motivation, performance expectancy and habit were implemented to develop a conceptual model. These factors are based on the UTAUT2 (Unified Theory of Acceptance and Use of Technology), as well as perceived relevance, informativeness and interactivity. The information is gathered through a 300-person online survey. The feasibility of the current model and the important effect of all of these factors ( hedonic motivation, performance expectancy, informativeness, interactivity, habit, perceived relevance and purchase intention) is largely confirmed by organizations structural equation modeling (SEM). This research can include a set of theoretical and realistic tips for how advertisers should prepare and execute their social media advertising effectively. After the researching period, every factors in the conceptual model, except Performance Expectancy, are positively influence to the customers purchase intention. Additionally, surprisingly, Interactivity and Informativeness are two key factors that have a close relationship with the target of this study.