The interaction effects of social media-driven advertising on consumers’ purchase intention
Year 2024,
, 54 - 63, 19.05.2024
Tusher Ghosh
,
Sunjida Parven
Azmaeen Irtiza Sakib
Abstract
The paradigm of social media-driven advertising has experienced a huge transformation in predicting consumers’ behavioral intentions in recent years. To shed light on the interaction effects of social media-driven advertising, this study aims to explore the various stimuli of social media advertising that may influence consumers’ purchasing intentions. The study recruited 240 social media users online using a purposive sampling technique, and the data were analyzed using Structural Equation Modeling. The estimation revealed that e-WOM and interaction have a significant positive effect on brand image, whereas entertainment does not. The brand image plays a significant positive role in predicting consumers’ purchasing intentions. The findings offer valuable insights to marketers and brand practitioners for anticipating brand perception and consumers’ likelihood to purchase the brand. Research findings, discussions, and implications are presented.
![](http://jomat.org/images/plum.png)
Ethical Statement
We affirm our commitment to uphold the highest standards of ethics and integrity in conducting and reporting our research, adhering to all relevant guidelines and regulations, and ensuring the welfare and rights of all participants involved.
Project Number
The Interaction Effects of Social Media-Driven Advertising on Consumers’ Purchase Intention
Thanks
We express our gratitude to the reviewers and editors for their time, expertise, and constructive feedback, which greatly contributed to the improvement of this manuscript.
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Year 2024,
, 54 - 63, 19.05.2024
Tusher Ghosh
,
Sunjida Parven
Azmaeen Irtiza Sakib
Project Number
The Interaction Effects of Social Media-Driven Advertising on Consumers’ Purchase Intention
References
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- Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in human behavior, 49, 597-600.
- Duffett, R.G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498–526.
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- Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
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- Ghosh, T., Hossain, J., Bala, T., Sakib, A. I., & Alim, M.A. (2023). How Value Consciousness, Customer Engagement and Trust Create Brand Loyalty: Luxury Brand and Social Media Marketing Perspective. Academy of Marketing Studies Journal, 27(S6), 1-15.
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- Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of marketing, 62(2), 46-59.
Hair Jr, J., Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
- Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
- Hamouda, M. (2018). Understanding social media advertising effect on consumers’ responses: An empirical investigation of tourism advertising on Facebook. Journal of enterprise information management, 31(3), 426-445.
- Hasan, M.R., Rahman, K., Sakina, K., & Billah, N.B. (2019). Estimating Country Risk Premium and its Significance in Context of Bangladesh. In The Proceedings of the 2nd International Conference on Business and Management (ICBM 2019).
- Henseler, J., Ringle, C. M., & Sinkovics, R.R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing.In New challenges to international marketing. Emerald Group Publishing Limited, 277-319.
- Hossain, M. J., Shanta, S. E., & Alim, M. A. (2021). The Robustness of Brand Passion and Brand Loyalty in Social Media and Consumer Purchase Intention Towards Luxury Brands. Digitalization And Business Empowerment, 38.
- Hoyle, R.H. (1995). Structural Equation Modeling: Concepts, Issues, and Applications. SAGE Publications, Inc.
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