<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Social media advertising has become one of the most popular and profitable advertising modes in today’s business world. Thereby, many firms have adopted digital marketing strategies to promote their business and to increase customer purchases. This study was conducted to examine how identified influential factors, namely, Informativeness, Entertainment, and Irritability, affect social media advertising value and find the ultimate implication on customer’s purchase intention. An online questionnaire was developed and used as a survey instrument to gather the required information from social media users. Relevant research hypotheses were developed and tested using structured equation modelling to identify targeted relationships. The analysis results indicate a more substantial implication of advertising value on customer purchase intention. It implies customers’ positive perception of the advertisement; nevertheless, irritability generates a negative effect. Though the informative components and entertainment acts of promotion had a positive impact on Advertising Value, a more substantial implication was recognized through customers’ evaluation of the entertainment content of those advertisements. Further, the more significant importance of advertising value on brand image and purchase intention was identified through the analysis. The study contributes by identifying needed actions in advertised content to gain customers’ attention through social media advertisements. Further, the model presented confirms the requirement of an effective social media advertising strategy to gain more significant benefit to the firm by enhancing advertising value. Firms need to express a more profound concern about advertised content and repetition frequency since the irritating perception of customers can weaken the advertising value of social media advertisements.</p>
</abstract>

Social media advertising has become one of the most popular and profitable advertising modes in today’s business world. Thereby, many firms have adopted digital marketing strategies to promote their business and to increase customer purchases. This study was conducted to examine how identified influential factors, namely, Informativeness, Entertainment, and Irritability, affect social media advertising value and find the ultimate implication on customer’s purchase intention. An online questionnaire was developed and used as a survey instrument to gather the required information from social media users. Relevant research hypotheses were developed and tested using structured equation modelling to identify targeted relationships. The analysis results indicate a more substantial implication of advertising value on customer purchase intention. It implies customers’ positive perception of the advertisement; nevertheless, irritability generates a negative effect. Though the informative components and entertainment acts of promotion had a positive impact on Advertising Value, a more substantial implication was recognized through customers’ evaluation of the entertainment content of those advertisements. Further, the more significant importance of advertising value on brand image and purchase intention was identified through the analysis. The study contributes by identifying needed actions in advertised content to gain customers’ attention through social media advertisements. Further, the model presented confirms the requirement of an effective social media advertising strategy to gain more significant benefit to the firm by enhancing advertising value. Firms need to express a more profound concern about advertised content and repetition frequency since the irritating perception of customers can weaken the advertising value of social media advertisements.

Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising

Management Dynamics in the Knowledge Economy

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Social media advertising has become one of the most popular and profitable advertising modes in today’s business world. Thereby, many firms have adopted...

Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising

Pubblicato online: 15 ott 2022

Pagine: 287 - 303

Ricevuto: 09 mag 2022

Accettato: 10 lug 2022

DOI: https://doi.org/10.2478/mdke-2022-0019

Parole chiave
social media advertising, advertising value, informativeness, entertainment, irritability, purchase intention

© 2022 Edirisinghe Arachchige Chaminda Prasanna Karunarathne, et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising

Pubblicato online: 15 ott 2022

Pagine: 287 - 303

Ricevuto: 09 mag 2022

Accettato: 10 lug 2022

DOI: https://doi.org/10.2478/mdke-2022-0019

Parole chiavesocial media advertising, advertising value, informativeness, entertainment, irritability, purchase intention

© 2022 Edirisinghe Arachchige Chaminda Prasanna Karunarathne, et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Parole chiave
social media advertising, advertising value, informativeness, entertainment, irritability, purchase intention