The present research has been steered by the growing use of social media in every sphere of human interaction, including the marketing and advertising of brands. Hence, this research intends to develop and test a model of social media advertising with perceived ad personalization, ad incentivization, self-brand congruity, and social influence as major predictors for social media user’s attitude. Further, the study explores the influence of social networking sites involvement and social influence on electronic word of mouth intentions. The study also ascertains the impact of user attitude on e-WoM and further e-WoM on purchase intentions. Data was collected using a structured questionnaire from 456 respondents. Two-step structural equation modelling was applied using AMOS 22.0 to analyse the data. The conceptual model is framed on the grounds of a theory of reasoned action and Elaboration likelihood model. The findings reveal that ad personalization, and social influence plays an important role in framing user attitude towards social media ads. Also, SNS involvement and social influence significantly influence the e-WoM intention of the user which further influences the social media user’s purchase intention. Subsequently, this research will give a prescient model to design an effective social media advertising programme in the social media advertising domain.
The evolution of social media as an interactive technology has gathered wide acknowledgement in our daily lives. With the increasing number of active users and ease of use, marketing practitioners have been constantly using Web 2.0 based social media applications to advertise their products and conduct various marketing activities. The fundamental purpose of the study is to discover the antecedents that lead to the acceptance of social media as an effective advertising vehicle. Thus, the current study is the first to employ the technology acceptance model (TAM) to cognize consumers’ behavioural intention in the social media advertising context. The responses were acquired from 348 respondents deploying a self-administered questionnaire. Structural equation modelling was employed using AMOS 22.0 to test the conceptual model fitness. The outcome of the study illustrates that all the predictors (perceived usefulness, perceived ease of use, privacy concerns and peer influence) are valid antecedents that influence consumers’ attitude towards social media ads and impact their purchase intention. The study, thus, offers a comprehensive framework and practical recommendations to marketing practitioners to design rewarding social media marketing campaigns.
Expanding expenditures and emphasis on sustainable marketing necessitate additional research to comprehend how to effectively influence sustainable attitudes and behaviour, particularly in the under-researched realms of social media. The role of social media in creating and building attitudes towards sustainable purchasing is vastly underexplored. Based on social learning theory and the theory of planned behaviour, the present study has been endeavoured to investigate the factors that influence consumers’ sustainable purchase attitudes and intentions. With the data sets obtained from three hundred 50 respondents, structural equation modelling (SEM) was employed using AMOS 22.0. From the study findings, it is observed that social media usage, social influence, drive for environmental responsibility, and perceived trust in social media are the major antecedents of consumers’ sustainable purchasing attitudes, which in turn influence their sustainable purchase intentions. It is pertinent for prominent stakeholders, including governments and regulatory agencies, to employ the findings of this study while designing campaigns to encourage individuals to practise sustainable buying behaviour. Fostering sustainable buying behaviour could help mitigate the negative consequences of impulsive purchasing on human beings and the environment. Thus, deciphering the function of social media in promoting sustainable purchasing attitudes makes the current research novel and valuable.
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