Abstract
Social media is continuously used as a platform for marketing and advertising. Firms have spent a lot of seasons, cash and property on Social media ads. However, it is all the time stimulating how Firms can prepare Social media advertising to fortunately engage and inspire a consumer to purchase their brands. The purpose of this research is consequently to describe and check the key elements of Social media advertising that force anticipate the buy intention. The theoretical model was expected on the foundation of three factors from the expansion of the Unified Theory Acceptance and Use of Technology (UTAUT2) (Performance expectancy, Hedonic motivation and Habit) along with Interactivity, Informativeness and Perceived relevance. The data was composed using a questionnaire survey of 260 participants. The most important results of structural equation modelling (SEM) mainly sustained the validity of the current model and the significant impact of Performance expectancy, Hedonic motivation and Interactivity, Informativeness, and Perceived relevance on purchase intentions. Confidently, this study will produce a set of theoretical and practical instruction on how marketers can successfully plan and apply their ads through Social media platforms.
Highlights
Social Media (SM) is improving day by day in our daily lives
69.1% of respondents have accounted for all three channels
The topic of SM advertising is the goal of researchers and marketing practices
Summary
SM users (such as Google+, Facebook, YouTube, Snapchat, WhatsApp, Twitter, Yahoo, Instagram, Imo, Interest, and Viber customers) have developed more interest and emotionally involved and attached (Alalwan, 2018) It is the revolution of our nature's communication, either with friends, family, or personal and registered firms. There is a tremendous challenge for Jordanian companies to tackle the efficient use and design of SM advertising (Rana, Ganguly, & Kumar Gupta, 2017) Because of their nature as an interactive and state-of-the-art technology (Web2.0), SM channels measure organizations' innovation power - customer communication. Because Web 2.0, consumers can differentiate thoughts and experiences in dealing with SM advertising This is due to SM ads' nature as they give consumers more ways to improve (I.E., Liking, Re-Sharing, Commenting, Posting, and Learning) with the Targeted Ads (Tuten & Solomon, 2017). In recent years there is a need to carry out further investigation
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