Citation

Yeo, Sook Fern and Lim, Kah Boon and Leong, Yia Jin and Tan, Cheng Ling and Leong, Yoke Chu Irene (2020) Effects of Social Media Advertising on Consumers' Online Purchase Intentions. Global Business and Management Research: An International Journal, 12 (2). pp. 1-14. ISSN 1947-5667

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Abstract

Purpose: The purpose of this study is to determine the effects of social media advertising on consumers’ online purchase intention. Social media advertising has a significant part of the development of brand in the consumer recognition, and ultimately affect the purchase intention and marketers to emphasize these strategies. Design/methodology/approach: The purposive sampling is most suitable to this study because the online purchasers are in a better position to provide information required for this study. The entire process of data collection was carried out from January 2018 to March 2018. Findings: A total of 219 questionnaires were collected from the respondents and were usable for further analysis. The outcome of the research indicates that interactivity, information, trust vividness and brand image are the effects of social media advertising on consumers’ online purchase intention. Research limitations/implications: The questionnaire should be designed in an open way to allow respondents to express more in-depth opinions and opinions on the current situation. In order to make the results more reliable and accurate, it is recommended that future research distribute and collect data from whole Malaysia. Practical implications: The results of this study will be an outstanding contribution of future parties, especially enterprises, communities and research. This study will explain the impact of social media advertising on customers' buying intentions. This will help people in the marketing industry recognize that social media advertising, advertisement likes and credibility can help them increase sales of products and potentially gain brand loyalty from consumers. Originality/value: This is the first interpretation of purchase intention among online consumers in Malaysia.

Item Type:	Article
Uncontrolled Keywords:	Social marketing, Social Media, Purchase Intentions, Vividness, Trust, Brand Image
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	21 Sep 2021 01:47
Last Modified:	21 Sep 2021 03:10
URII:	http://shdl.mmu.edu.my/id/eprint/8278

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