The Impact of Social Media Advertising Features on Costumer Purchase Intention

Subject Areas : Jounal of Marketing Management

Amirreza Ahmadnejad Masti ¹ , kambiz heidarzadeh hanzaee ² , fereshteh lotfizadeh ³

1 - Master of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran,
3 - Assistant Professor, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran

Received: 2020-10-15 Accepted : 2021-04-05 Published : 2022-06-22

Keywords: Costumers, marketing, Advertising, Purchase Intention, Social media,

Abstract :

The purpose of this study was to the impact of social media advertising Features on costumer purchase intention. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire were used. Statistical population of the present research was composed of all students studying at Science and Research Branch of the Islamic Azad University, with the statistical sample taken through neither the Cochran’s formula nor Morgan’s table but rather based on structural equations modeling (SEM) with a covariance fitting approach. The statistical sample was made up of 439 students studying at Science and Research Branch of the Islamic Azad University (Tehran, Iran). The collected data was analyzed by SEM as implemented in the AMOS and SPSS software packages, based on which results the research hypotheses were confirmed at 95% confidence level. The perceived relevance, habit, interaction, and in formativeness were herein considered as independent variables, and the performance expectancy, hedonic motivation, and purchase intent were taken as mediating and dependent variables. The results showed that the hedonic motivation, interactivity, performance expectancy, in formativeness, and habit impose direct effects on the purchase intent. It was further found that the interactivity affects the hedonic motivation and anticipated performance expectancy, and that the perceived relevance imposes direct impacts on the anticipated performance expectancy and purchase intent. The in formativeness was also found to affect the performance expectancy directly. Finally, based on the obtained results, the advertisement agents specialized in social media advertising are recommended to pay increasingly more attention to the advertising on social media by employing marketing researchers and experts to improve their customers’ purchase intent. Therefore, the present study was performed to extend the present deal of knowledge about the principle aspects of advertising on social media and their effects on the customers’ purchase intent. An accurate review of the relevant literature led to the identification of six factors (performance expectancy, hedonic motivation, habit, interactivity, in formativeness, and perceived relevance) as the main predictors of the purchase intent.

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