THE IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMER PURCHASE INTENTIONS: A QUANTITATIVE STUDY
Abstract
This research is a quantitative study to determine if advertising using social media has any effect on consumer purchase intentions through the analysis of 412 active social media users. The questionnaire that was used in collecting data was a structured questionnaire in which the content quality of advertisement, perceived credibility, consumer engagement, and purchase intention were measured using five-point Likert scales. To test both the measurement and structural model, Structural Equation Modeling (SEM) was used. The obtained findings demonstrate that the three advertising attributes have a major impact on purchase intention, with the quality of content being the most important predictor. The indices of model fit (CFI, RMSEA, SRMR) showed that the data was adequately represented. The research paper has a theoretical impact because it confirms an integrated SEM-based model and provides an assessment of practical implications that a marketer can use to optimize their social media advertising campaign.
Keyword :
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