IDEAS home Printed from https://ideas.repec.org/a/jfr/jbar11/v7y2018i2p17-28.html
   My bibliography  Save this article

The Impact of Advertising Appeals on Purchase Intention in Social Media Environment¡ª¡ªAnalysis of Intermediary Effect Based on Brand Attitude

Author

Listed:
  • Qian He
  • Hongjian Qu

Abstract

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

Suggested Citation

  • Qian He & Hongjian Qu, 2018. "The Impact of Advertising Appeals on Purchase Intention in Social Media Environment¡ª¡ªAnalysis of Intermediary Effect Based on Brand Attitude," Journal of Business Administration Research, Journal of Business Administration Research, Sciedu Press, vol. 7(2), pages 17-28, October.
    • Handle: RePEc:jfr:jbar11:v:7:y:2018:i:2:p:17-28
    as

    Download full text from publisher

    File URL: http://www.sciedupress.com/journal/index.php/jbar/article/download/13567/8475
    Download Restriction: no
    File URL: http://www.sciedupress.com/journal/index.php/jbar/article/view/13567
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Flecha-Ortíz, José & Santos-Corrada, María & Dones-González, Virgin & López-González, Evelyn & Vega, Alberto, 2021. "Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation," Journal of Business Research, Elsevier, vol. 125(C), pages 798-805.
    2. Yeo, Sook Fern & Tan, Cheng Ling & Kumar, Ajay & Tan, Kim Hua & Wong, Jee Kit, 2022. "Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry," Technological Forecasting and Social Change, Elsevier, vol. 177(C).

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jfr:jbar11:v:7:y:2018:i:2:p:17-28. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Grace Lee (email available below). General contact details of provider: http://jbar.sciedupress.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.