The Influence Of Facebook Marketing On Consumer Buying Intention Of Clothing: Evidence From Young Adults

2020 ◽  
Vol 8 (9) ◽  
pp. 37-51
Author(s):  
D. T. Kingsley Bernard ◽  
A. A. S. N. Munasinghe ◽  
I. K. R. J. Premarathne ◽  
S. Wijayarathne
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Purchase Intention ◽  
Strong Relationship ◽  
Important Variable ◽  
Consumer Purchase Intention ◽  
Social Media Platforms ◽  
Comprehensive Survey ◽  
The Impact ◽  
Facebook Marketing

As a result of the rapid improvements paved through global advertising pathways, marketers have started to promote their products through social media platforms and among that; Facebook had become the most popular mode of communicating out of all. The study was conducted with the objective of comprehensively investigating the influence of Facebook marketing on consumer buying intention of clothing using evidence of young adults. Predominantly, the research focused upon identifying the superiority of Facebook as a social media communication platform and its relevant impact upon advertising. Majority of the businesses aims toward increasing the  reach, whereas Facebook users expect clear experience through Facebook rather than watching typical pop ups, web banners and adds. However,         Facebook marketing was identified to be positively and negatively influencing the companies and users. Therefore, focus was to analyze the impact to consumer’s buying intention from Facebook marketing. The companies can identify the effectiveness of the advertising and the improvement to be done. The study has undertaken a comprehensive survey to achieve the objectives of the research and those data was analyzed through component factor analysis, regression analysis and correlation coefficient. As per the results of the analysis, researchers have accomplished the stated objectives of the study. In conclusion, it was identified that there was a strong relationship between independent and dependent variables except E-WOM. Among that, Likes and sharing are the most important variables in Facebook marketing. According to outcomes, E- WOM was not an important variable, nonetheless researchers recommend focusing on E-WOM in order to convert this variable in to positive way to make better results, as previous researches stated that E-WOM can make massive impact to consumer purchase intention.  

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

scholarly journals Does Social Media Advertising Features Matter An Investigation of Consumer Purchase Intention

2019 ◽  
Vol 1 (1) ◽  
pp. 20-36
Author(s):  
Hafiz Wajahat Ali Shah ◽  
Imran Khan ◽  
Abdul Hameed
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Current Model ◽  
Performance Expectancy ◽  
Use Of Technology ◽  
Consumer Purchase Intention ◽  
Social Media Platforms ◽  
Social Media Advertising ◽  
Perceived Relevance

Social media is continuously used as a platform for marketing and advertising. Firms have spent a lot of seasons, cash and property on Social media ads. However, it is all the time stimulating how Firms can prepare Social media advertising to fortunately engage and inspire a consumer to purchase their brands. The purpose of this research is consequently to describe and check the key elements of Social media advertising that force anticipate the buy intention. The theoretical model was expected on the foundation of three factors from the expansion of the Unified Theory Acceptance and Use of Technology (UTAUT2) (Performance expectancy, Hedonic motivation and Habit) along with Interactivity, Informativeness and Perceived relevance. The data was composed using a questionnaire survey of 260 participants. The most important results of structural equation modelling (SEM) mainly sustained the validity of the current model and the significant impact of Performance expectancy, Hedonic motivation and Interactivity, Informativeness, and Perceived relevance on purchase intentions. Confidently, this study will produce a set of theoretical and practical instruction on how marketers can successfully plan and apply their ads through Social media platforms.

scholarly journals The intersection of cultural dimensions, social media usage and consumer purchase intention

2019 ◽  
pp. 34-41
Author(s):  
Andrėja Juršė ◽  
Aistė Makackaitė ◽  
Gabija Jakutytė ◽  
Laura Kievišienė
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Purchase Intention ◽  
Cultural Dimensions ◽  
Future Research ◽  
Cultural Backgrounds ◽  
Media Usage ◽  
Cross Cultural Communication ◽  
Consumer Purchase Intention ◽  
Social Media Platforms

The role of social media in today’s life is almost imperative. Social media platforms, such as Facebook, Instagram or Youtube are widely used all over the world. Above all, social media has become a global phenomenon, which has dramatically changed the concept of cross-cultural communication not only between individuals, but also brands and consumers. Varieties of social media platforms provide a new channel to acquire information through peer communication, thus influencing consumer purchase intention. Although diverse cultures have different cultural backgrounds, they affect the acceptance of social media usage. In order to broaden the understanding of this rapidly changing field, this paper provides a framework, based on Hofstede’s dimensions and Technology Acceptance model, for examining the intersection of cultural differences, social media usage and consumer behaviour to set the agenda for future research.

User and Message Level Correlated of Endorsement and Engagement for HIV-related Messages on Twitter (Preprint)

2021 ◽  
Author(s):  
Stephen Bonett ◽  
Jimin Oh ◽  
Elissa Kranzler ◽  
Bruno Saconi ◽  
Robin Stevens
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Hiv Prevention ◽  
Secondary Analysis ◽  
Young Men ◽  
Factors Associated ◽  
Prevention Messages ◽  
Youth And Young Adults ◽  
Social Media Platforms ◽  
The Impact

BACKGROUND Youth and young adults continue to experience high rates of HIV, and are also frequent users of social media. Social media platforms such as Twitter can bolster efforts to promote HIV prevention for these individuals, and while HIV-related messages exist on Twitter, little is known about the impact or reach of these messages for this population. OBJECTIVE This study aims to address this gap in the literature by identifying user and message characteristics that are associated with tweet endorsement (favorited) and engagement (retweeted) among youth and young men (ages 13-24). METHODS In a secondary analysis of data from a study of HIV-related messages posted by young men on Twitter, we used model selection techniques to examine user and tweet-level factors associated with tweet endorsement and engagement. RESULTS Tweets from personal user accounts garnered greater endorsement and engagement than tweets from institutional users (aOR = 3.27, 95% CI [2.75, 3.89], p < .001). High follower count was associated with increased endorsement and engagement (aOR = 1.05, 95% CI [1.04 - 1.06], p < .001); tweets that discussed STIs garnered lower endorsement and engagement (aOR = 0.59, 95% CI [0.47 – 1.74], p < .001). CONCLUSIONS Findings suggest practitioners should partner with youth to design and disseminate HIV prevention messages on social media, incorporate content that resonates with youth audiences, and work to challenge stigma and foster social norms conducive to open conversation about sex, sexuality, and health.

Impact of Social Media on Consumer Purchase Intention

2020 ◽  
pp. 260-277
Author(s):  
Anil Kumar ◽  
Nagendra Kumar Sharma
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Great Influence ◽  
Perceived Usefulness ◽  
Future Research ◽  
Social Commerce ◽  
Postgraduate Students ◽  
Consumer Purchase Intention ◽  
The Impact

In the current scenario, social media play a key role for the customers because the content generated by users through social media has a great influence on their purchase intention. The objective of this study is to examine the impact of social media factors that influence the student's purchase intention through social media. Three factors, namely trust, perceived usefulness, and social commerce construct, were tested and examined the impact on purchase intention of the students. Data were gathered from 240 undergraduate and postgraduate students. Structural equation modelling was used to get the results from the data. The outcomes of the data analysis show that majorly prevailing factor that influences the purchase intention of young consumers was consumer trust via social media interface. Further, that is followed by social commerce construct and perceived usefulness. Furthermore, it has also been found that all the constructs are positively associated with purchase intention. In the end, practical implications, limitations, and future research scope of this study were discussed.

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

scholarly journals SOCIAL MEDIA AND GREEN CONSUMPTION BEHAVIOR OF MILLENNIALS

2020 ◽  
Vol 11 (10) ◽  
pp. 221-230
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Green Consumption ◽  
Media Usage ◽  
Reliable Source ◽  
Consumption Practices ◽  
Social Media Platforms ◽  
The Impact

Globalization and economic growth have brought substantial shifts in consumption practices, production and technology revolution in the wake of sudden spurt of social media usage among young consumers. The social media platforms have become a reliable source of communication with consumers and are shaping consumers' purchase intentions. Therefore, a framework was developed to explain and empirically verify the factors shaping green purchase intentions. Three factors Social media usage, Interpersonal Influence and E-WOM have been taken as exogenous variables. The model was tested and validated statistically with the help of structural equation modelling. Total of 500 respondents was sampled to collect the data. All four hypotheses were found to be statistically significant. The impact of social media usage was found to be most influential on purchase intention. The findings of the study will aid marketers to better understand how social media plays an important role in shaping consumers' purchase intentions and how social media can be leveraged in a better way to encourage green consumption among millennials.

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