Social media advertisements and their influence on consumer purchase intention

Rapid rise in social media users has spawned a new form of advertising for businesses called social media advertising. Advertisers have long faced one of the most important challenges: low consumer acceptability of commercials. It is vital to identify the most salient elements of social media advert...

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Autores principales:	Sriram K V, Namitha KP, Giridhar B Kamath
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	social media advertisements perception consumer purchase intention creative characteristics emotional appeal celebrity endorsement Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/d67bc80f7166416abf255b55a16cf196
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id	oai:doaj.org-article:d67bc80f7166416abf255b55a16cf196
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spelling	oai:doaj.org-article:d67bc80f7166416abf255b55a16cf1962021-11-26T11:19:50ZSocial media advertisements and their influence on consumer purchase intention2331-197510.1080/23311975.2021.2000697https://doaj.org/article/d67bc80f7166416abf255b55a16cf1962021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.2000697https://doaj.org/toc/2331-1975Rapid rise in social media users has spawned a new form of advertising for businesses called social media advertising. Advertisers have long faced one of the most important challenges: low consumer acceptability of commercials. It is vital to identify the most salient elements of social media advertisements that influence how consumers see them. The purpose of this study is to determine the factors that influence how social media advertisements are perceived and their effect on customer purchase intent. We performed a survey and utilized exploratory factor analysis to determine which characteristics significantly influenced how people perceived social media advertisements. Structural Equation Modelling was used to investigate the effect of customer characteristics on purchase intention. The findings indicate that creative characteristics, attention-grabbing details, emotional appeal, and celebrity endorsement all had an effect on how social media advertising was evaluated. The study discovered that elements such as attention-grabbing details, celebrity endorsement, and emotional appeal have a considerable impact on customer purchase intention. A sufficient emphasis on the aforementioned traits would aid in the development of effective social media marketing and increase consumer buying intent.Sriram K VNamitha KPGiridhar B KamathTaylor & Francis Grouparticlesocial media advertisementsperceptionconsumer purchase intentioncreative characteristicsemotional appealcelebrity endorsementBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	social media advertisements perception consumer purchase intention creative characteristics emotional appeal celebrity endorsement Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	social media advertisements perception consumer purchase intention creative characteristics emotional appeal celebrity endorsement Business HF5001-6182 Management. Industrial management HD28-70 Sriram K V Namitha KP Giridhar B Kamath Social media advertisements and their influence on consumer purchase intention
description	Rapid rise in social media users has spawned a new form of advertising for businesses called social media advertising. Advertisers have long faced one of the most important challenges: low consumer acceptability of commercials. It is vital to identify the most salient elements of social media advertisements that influence how consumers see them. The purpose of this study is to determine the factors that influence how social media advertisements are perceived and their effect on customer purchase intent. We performed a survey and utilized exploratory factor analysis to determine which characteristics significantly influenced how people perceived social media advertisements. Structural Equation Modelling was used to investigate the effect of customer characteristics on purchase intention. The findings indicate that creative characteristics, attention-grabbing details, emotional appeal, and celebrity endorsement all had an effect on how social media advertising was evaluated. The study discovered that elements such as attention-grabbing details, celebrity endorsement, and emotional appeal have a considerable impact on customer purchase intention. A sufficient emphasis on the aforementioned traits would aid in the development of effective social media marketing and increase consumer buying intent.
format	article
author	Sriram K V Namitha KP Giridhar B Kamath
author_facet	Sriram K V Namitha KP Giridhar B Kamath
author_sort	Sriram K V
title	Social media advertisements and their influence on consumer purchase intention
title_short	Social media advertisements and their influence on consumer purchase intention
title_full	Social media advertisements and their influence on consumer purchase intention
title_fullStr	Social media advertisements and their influence on consumer purchase intention
title_full_unstemmed	Social media advertisements and their influence on consumer purchase intention
title_sort	social media advertisements and their influence on consumer purchase intention
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/d67bc80f7166416abf255b55a16cf196
work_keys_str_mv	AT sriramkv socialmediaadvertisementsandtheirinfluenceonconsumerpurchaseintention AT namithakp socialmediaadvertisementsandtheirinfluenceonconsumerpurchaseintention AT giridharbkamath socialmediaadvertisementsandtheirinfluenceonconsumerpurchaseintention
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Social media advertisements and their influence on consumer purchase intention

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