The Effect of Social Networks Advertisements on Egyptian Consumers’ Purchase Behaviour

Abstract

The purpose of this study is to examine the effects of perceived advertising value of Social Networks adverts (SN ads) on Egyptian consumers' purchasing behaviour. The researchers based their study on Ducoffe (1996) Advertising Value Model that includes informativeness, entertainment, credibility, and irritation, in addition to materialism and peer influence. Data were obtained from 375 Egyptian respondents. Structural Equation Modelling was applied to examine the research hypotheses. The results supported the positive mediating effect of attitude towards SN ads and purchase intention on the relationship between informativeness, entertainment, irritation, materialism and peer influence on consumers purchasing behaviour. Yet, SN ads credibility deemed insignificant. The results provide significant insights to advertisers with respect to optimising the effect of SN ads on consumers purchasing behaviour. Additionally, it extends Ducoffe model by adding materialism and peer influence. Finally, it validates the Theory of Reasoned Action in the Egyptian context. date 16/9/2020 epublishing madiha rasha the effect of social networks

Influencer’larin Algilanan Özelli̇kleri̇ni̇n Tüketi̇ci̇ Satin Alma Davranişi Üzeri̇ndeki̇ Etki̇si̇

“…According to the results of the analysis made within the framework of the research, it has been determined that informativeness has a significant and positive indirect effect on purchase behavior. When the literature is examined, there are studies showing that informativeness has direct and indirect effects on purchase behavior (Yang et al, 2017;Mostafa and Metawie, 2020;Xu et al, 2021). Another finding that emerged as a result of the analysis is that perceived ease of use indirectly affects purchase behavior.…”