The Influence of Social Media Advertising Values on Consumers Purchasing Intention in Somalia

Abstract

Background of the problem: Due to the absence of internet facilities and strangeness on the part of regional customers, particularly the countryside and some states residences are not aware of social media advertising existence, social media advertising is still at the beginning of advancement Somalia. Main objective: This study's main objective is to understand the impact of social media advertising on the purchase intention of consumers in Mogadishu-Somalia by employing Ducoffe’s advertising value model. Research methods: a quantitative study was used, and the participants totalled 182. The data was collected using a convenience sampling technique. A structured questionnaire was utilized to gather the data through the social media platform, especially Facebook and WhatsApp and analysed employing exploratory factor analysis and multi regression analysis. Findings: Results signify that there is a significant relationship between informativeness, entertainment, credibility, the overall perceived value of social media advertising and the purchase intention of consumers who are living in Mogadishu-Somalia. Contribution: Social media marketers in Mogadishu-Somalia should develop an innovative, cutting-edge, information-rich, full entertained of social media advertising, maintain the trustworthiness of their ad’s campaigns, and enhance the perceived value of social media ads to lure and urge the purchase intention of the consumers. Conclusion: All the independent factors (informativeness, entertainment, credibility, and perceived value of social media advertising) have a positive impact on consumers' purchase intention. Therefore, it is recommended for marketing professionals to carefully plan and design their advertising campaigns to lure their target audiences' attention.