Abstract
Social media plays a vital role in the lives of customers. Customer buying decision is influenced by social media advertising (SMA). It is a great challenge of marketers, to identify how customers’ make purchasing decisions and what factors influence their purchase decision. Current study is conducted to identify factors of SMA influence customer purchase intention. Theoretical framework developed based on the UTAUT2 model (performance expectancy, hedonic motivation, & habit) including interactivity and informativeness. Data collected from 400 respondents through google forms with 81% of response rate. Data analyzed through correlation and multiple regression techniques. Results revealed performance expectancy, hedonic motivation, interactivity & informativeness impacted on purchase intention whereas habit was not a significant influencing factor. Facebook dominates in Sri Lanka and informativenss is the strongest influencer of purchase intention. Furthermore, SMA is more effective in advertising products to male, young, & educated customers.
Highlights
In the Web 2.0 environment, people often meet online using technology rather than offline, face to face mode
Results of the current study revealed performance expectancy, hedonic motivation, interactivity and informativeness impact on purchase intention, whereas habit does not impact on customer purchase intentions (CPI) of products advertised through social media advertising (SMA)
The present study conducted to discover the factors of social media advertising which influence customer purchase intention of products advertised through social media advertising
Summary
In the Web 2.0 environment, people often meet online using technology rather than offline, face to face mode. According to Kemp (2021) internet users in Sri Lanka by February 2021 was 10.90 million. Internet penetration in Sri Lanka stood 50.8% in January 2020. Social media users in Sri Lanka were 7.9 million in January 2021. According to Social Media Stats Sri Lanka - November 2020 (2020), Facebook dominates social media platforms in Sri Lanka amounting to 61.29% users. Other social media dominators are YouTube, 16.93%; Pinterest, 13.75%; Twitter, 6.57%; Instagram, 0.73%; and Reddit, 0.31% respectively. Social media creates a platform of people, organizations, and government interact socially, commercially and politically. Social media is becoming a hub for market intelligence where marketers could understand customer behavior and purchase intention (Balakrishnan et al, 2014)
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call