Citation

Yousaf, Mohammed Fathi A'Aluan (2024) Social media interactive advertising and the purchase intention of digital lifestyle products among UAE customers. PhD thesis, Multimedia University.

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Abstract

Social media platforms have become a pivotal tool for organisations to engage with their customers, leading to a significant surge in online advertising. This study explores the influence of Social Media Interactive Advertising Engagement (SMIA Engagement) on the purchase intentions of customers, with a particular focus on Small and Medium Enterprises (SMEs) in the United Arab Emirates (UAE). The theoretical framework of SMIA Engagement is supported by theories of planned behaviour, reasoned action, and brand equity. The research aims to evaluate the impact of customers’ attitudes, beliefs, trust, perceived behavioural control, and brand equity on their purchase intentions for digital lifestyle products offered by SMEs in the United Arab Emirates (UAE) within the context of social media interactive advertising platforms. A survey was conducted to gather responses from 308 customers of digital lifestyle electronic companies. PLS-SEM was used to analyse the data. The study found that brand loyalty, brand image, trust, and beliefs have a significant and positive influence on the purchase intentions of digital lifestyle products. However, no significant connections were found between attitude, brand awareness, and perceived behavioural control towards interactive advertising with purchase intentions. The impact of SMIA Engagement as a mediator was significant in brand loyalty, trust, belief, and perceived behavioural control, but not significant in attitude, brand awareness, and brand image. It is important to gain a deeper understanding of the effectiveness of interactive advertising in promoting SME products in the digital lifestyle sphere through social media platforms by considering customers’ attitudes and brand equity through the adoption of social media technology. For marketers, SMEs, and governments looking to modify their approaches to successfully reach and engage customers in the digital age, this research provides useful information.

Item Type:	Thesis (PhD)
Additional Information:	Call No.: HF5414 .M64 2024
Uncontrolled Keywords:	Social media—Marketing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	01 Oct 2025 01:49
Last Modified:	01 Oct 2025 01:49
URII:	http://shdl.mmu.edu.my/id/eprint/14643

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