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Does social media advertising enhance consumers’ purchase intention?

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dc.contributor.author Md. Abdul, A.
dc.contributor.author Mst. Anjuman, A.
dc.contributor.author Rafijul, A.
dc.contributor.author Tusher, G.
dc.date.accessioned 2021-04-21T05:49:13Z
dc.date.accessioned 2022-07-07T08:44:20Z
dc.date.available 2021-04-21T05:49:13Z
dc.date.available 2022-07-07T08:44:20Z
dc.date.issued 2020
dc.identifier.issn 2478-1126
dc.identifier.uri http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2617
dc.description.abstract This study investigates the effects of social media advertising features on consumers’ purchase intention in the context of Bangladesh. Data was collected from 318 social media users through an online questionnaire survey and analyzed using Partial Least Squares–based Structural Equation Modeling (PLS-SEM). The study found diverse results; specifically, interaction and eWOM have a significantly favorable influence on brand image, while entertainment does not. Likewise, entertainment, interaction, and eWOM are effective in creating brand awareness. An improved purchase intention of consumers is found because of the brand image; however, brand awareness was incapable of improving consumers’ purchase intention. Furthermore, the study also estimated an indirect (mediation) analysis and found that brand image has a significant mediating role in the relationships between interaction and consumers’ purchase intention, while brand awareness does not. The findings will expand the current knowledge of similar studies, and policy-makers can use it in practice. The implications and future research directions are also outlined. en_US
dc.language.iso en en_US
dc.publisher University of Jaffna en_US
dc.subject Brand awareness en_US
dc.subject Brand image en_US
dc.subject eWOM en_US
dc.subject Interaction and purchase intention en_US
dc.title Does social media advertising enhance consumers’ purchase intention? en_US
dc.type Article en_US


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