The Impact of Social Media Advertisements on Customer Purchase Intention

Abstract

Social media is continually used as a platform for advertisement and marketing. Organizations invest loads in social media advertisements for time, money, and service. However, there is still a question of how companies can build social media ads to attract and inspire consumers to buy their products. Therefore, this research seeks to define and test the critical factors associated with social media advertising to predict purchasing intention. This conceptual model was proposed by two factors: from the expanded Unified Technology Adoption and Use Theory- UTAUT2 (performance expectancy and hedonic motivation) along with Informativeness and perceived relevancy, the data was obtained from 376 Egyptian participants using an online survey. Furthermore, SPSS and AMOS software were used in the data analysis. The main findings in structural equation modeling (SEM) have strongly supported the current model's validity and a significant impact of Informativeness on both performance expectancy and purchase intention. Also, they supported the significant impact of perceived relevancy on purchase intention. While the significant indirect impact of Hedonic motivation on purchase intention is based on the role of performance expectancy as a mediator variable, hedonic motivation also has a positive impact on performance expectancy. This study gives a range of theory and practice guidance about how marketers can effectively plan and execute their advertising through social media platforms.