Determinants of Purchase Intention in Social Media Advertising

Abstract

Purpose: This study aims to explore the relationship between social media advertising, habit, privacy concern, and purchase intention among social media users interested in travel and leisure. Theoretical reference: The study draws upon theories related to consumer behavior, advertising effectiveness, and habit formation, as well as literature on privacy concerns in online environments. Method: Purposive sampling was employed, resulting in a sample size of 298 respondents. Data analysis techniques, likely including correlation and regression analysis, were utilized to examine the relationships between social media advertising, habit, privacy concern, and purchase intention. Results and Conclusion: The analysis revealed a statistically significant positive relationship between social media advertising and purchase intention, as well as between habit and purchase intention. However, the impact of privacy concern on purchase intention was positive but not statistically significant. Furthermore, habit was found to partially mediate the effect of social media advertising on purchase intention but was unable to mediate the effect of privacy concern on purchase intention. Implications of research: The findings underscore the importance of high-quality advertising on social media platforms and the cultivation of positive habits related to travel and leisure activities. Moreover, while privacy concerns positively influence purchase intention, the role of habit in mediating the effect of social media advertising demonstrates its significance in shaping purchase intention. Practically, these insights can aid companies in refining their advertising strategies and better understanding the behavioral dynamics of social media users, including their habits and privacy concerns. Originality/value: This research contributes to the existing literature by specifically examining the interplay between social media advertising, habit formation, privacy concerns, and purchase intention within the context of travel and leisure. The study offers valuable insights into the complexities of consumer behavior in online environments and provides practical implications for companies aiming to enhance their marketing strategies in the social media landscape.