Abstract
Examining and analyzing the determinants facilitating consumers’ intention to buy via mobile commerce platforms have untapped potential when it comes to advertisement potential and perceived advertising value. Therefore, this paper examines various aspects of the advertisements on mobile commerce platforms and analyzes the importance of intention to buy. The goal of the article is to analyze and determine which aspects of the advertisements have an influence on expediting purchase through mobile commerce. The underlying hypothesis for this investigation is the applicability of the perceived advertising value of mobile commerce, positively associated with attitude towards advertising channels. The Facebook social network has been chosen as an advertisement channel as it is the most popular and biggest investment-generated channel. It is also proven that subjective norms are positively associated with the intention to buy via mobile commerce. This, combined with perceived advertising values and attitudes towards Facebook ads on mobile commerce, influenced the intention to buy.
Highlights
Nowadays, businesses are spending more of their advertising budgets online and placing special attention on social media as it is a new communication space for companies delivering messages to consumers (Tsimonis et al 2020)
The goal of the article is to analyze and determine which aspects of the advertisements have an influence on expediting purchase through mobile commerce
The Facebook social network has been chosen as an advertisement channel as it is the most popular and biggest investment-generated channel
Summary
Businesses are spending more of their advertising budgets online and placing special attention on social media as it is a new communication space for companies delivering messages to consumers (Tsimonis et al 2020). Social media marketing and advertising have positive and significant effects on consumers’ intention to buy (Maria et al 2019). Businesses’ marketing expenditure on the Facebook platform continued to grow in 2020 from USD 9.9 to 11.6 billion worldwide (Statista 2021). To make such investments, successful marketers must understand how to interact with customers on social media to achieve the goals (Lee et al 2018). The effects of advertising elements in social media, Facebook included, the intention to buy or click, and any other consumer actions that lead to a sale are a field that is studied well. The importance in the same matters of information, entertaining content, advertising value, and being credible has been confirmed by studies (Warsame et al 2021)
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