IDEAS home Printed from https://ideas.repec.org/a/ani/irdjom/v1y2019i1p20-36.html

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

Author

Listed:
  • Hafiz Wajahat Ali Shah
  • Imran Khan

  • Abdul Hameed

    (The Islamia University of Bahawalpur, Bahawalnagar, Pakistan.)

Abstract

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 stimulating how Firms can prepare Social media advertising to engage and inspire consumers to purchase their brands, fortunately. This research aims 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 structural equation modeling (SEM) mainly sustained the current model's validity 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.

Suggested Citation

  • Hafiz Wajahat Ali Shah & Imran Khan & Abdul Hameed, 2019. "Does Social Media Advertising Features Matter An Investigation of Consumer Purchase Intention," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 1(1), pages 20-36, June.
    • Handle: RePEc:ani:irdjom:v:1:y:2019:i:1:p:20-36
    DOI: 10.52131/jom.2019.0101.0003
    as

    Download full text from publisher

    File URL: https://journals.internationalrasd.org/index.php/jom/article/view/122/112
    Download Restriction: no
    File URL: https://journals.internationalrasd.org/index.php/jom/article/view/122
    Download Restriction: no
    File URL: https://libkey.io/10.52131/jom.2019.0101.0003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Filo, Kevin & Lock, Daniel & Karg, Adam, 2015. "Sport and social media research: A review," Sport Management Review, Elsevier, vol. 18(2), pages 166-181.
    2. Ackermann, Fran & Howick, Susan & Quigley, John & Walls, Lesley & Houghton, Tom, 2014. "Systemic risk elicitation: Using causal maps to engage stakeholders and build a comprehensive view of risks," European Journal of Operational Research, Elsevier, vol. 238(1), pages 290-299.
    3. Shareef, Mahmud Akhter & Mukerji, Bhasker & Alryalat, Mohammad Abdallah Ali & Wright, Angela & Dwivedi, Yogesh K., 2018. "Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 258-268.
    4. Kevin Filo & Daniel Lock & Adam Karg, 2015. "Sport and social media research: A review," Sport Management Review, Taylor & Francis Journals, vol. 18(2), pages 166-181, April.
    5. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lennart Ante & Aman Saggu & Benjamin Schellinger & Friedrich-Philipp Wazinski, 2024. "Voting participation and engagement in blockchain-based fan tokens," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-23, December.
    2. Simona VINEREAN, 2017. "Importance of Strategic Social Media Marketing," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 28-35.
    3. Huafeng Zhou & Zhejian Xiong, 2025. "Navigating the Digital Frontier: Inherent Mechanisms, Challenges, and Strategies for Sports Consumption Upgrade in the Digital Economy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(2), pages 8687-8726, June.
    4. Hajli, Nick, 2025. "Exploring fan engagement and value co-creation in virtual sport communities: A comparative study of virtual sport communities over time," Technological Forecasting and Social Change, Elsevier, vol. 212(C).
    5. Edgar Romero-Jara & Francesc Solanellas & Joshua Muñoz & Samuel López-Carril, 2023. "Connecting with fans in the digital age: an exploratory and comparative analysis of social media management in top football clubs," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    6. Giovanni Bernardo & Massimo Ruberti & Roberto Verona, 2022. "Image is everything! Professional football players' visibility and wages: evidence from the Italian Serie A," Applied Economics, Taylor & Francis Journals, vol. 54(5), pages 595-614, January.
    7. Tu, Rungting & Hsieh, Peishan & Feng, Wenting, 2019. "Walking for fun or for “likes”? The impacts of different gamification orientations of fitness apps on consumers’ physical activities," Sport Management Review, Elsevier, vol. 22(5), pages 682-693.
    8. Frank Miyebi Pukon & Ehijiele Ekienabor, 2024. "Social Media Impact on Employees Performance in Selected Information Technology Companies in Nigeria," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(1), pages 253-268, January.
    9. Monika Piatkowska & Joanna Banbula, 2025. "From Consumption to Creation: Motivations Influencing Handball Fans' Social Media," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 79-99.
    10. repec:ers:journl:v:xxiv:y:2021:i:2:p:813-829 is not listed on IDEAS
    11. Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.
    12. Francesc Solanellas & Edgar Romero-Jara & Joshua Muñoz, 2023. "Managing the COVID-19 Crisis Through Social Media: An Analysis From Sports Organizations Perspective," SAGE Open, , vol. 13(3), pages 21582440231, September.
    13. Md. Armanul Haque & Xiaojuan Zhang & A. K. M. Eamin Ali Akanda & Md. Nazmul Hasan & Md. Mahbubul Islam & Amitav Saha & Md. Ikbal Hossain & Zihadur Rahman, 2023. "Knowledge Sharing among Students in Social Media: The Mediating Role of Family and Technology Supports in the Academic Development Nexus in an Emerging Country," Sustainability, MDPI, vol. 15(13), pages 1-27, June.
    14. Hayes, Michelle & Filo, Kevin & Geurin, Andrea & Riot, Caroline, 2020. "An exploration of the distractions inherent to social media use among athletes," Sport Management Review, Elsevier, vol. 23(5), pages 852-868.
    15. Næss, Hans Erik, 2017. "Authenticity matters: A digital ethnography of FIA World Rally Championship fan forums," Sport Management Review, Elsevier, vol. 20(1), pages 105-113.
    16. Nicolas Scelles & Boris Helleu & Christophe Durand & Liliane Bonnal & Stephen Morrow, 2017. "Explaining the Number of Social Media Fans for North American and European Professional Sports Clubs with Determinants of Their Financial Value," IJFS, MDPI, vol. 5(4), pages 1-19, November.
    17. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    18. Théo Girardin & Romain Roult & Olivier Sirost & Charly Machemehl, 2020. "Social Media and Convergence Culture: A Scoping Review of the Literature on North American Basketball," SAGE Open, , vol. 10(3), pages 21582440209, August.
    19. Kharouf, Husni & Biscaia, Rui & Garcia-Perez, Alexeis & Hickman, Ellie, 2020. "Understanding online event experience: The importance of communication, engagement and interaction," Journal of Business Research, Elsevier, vol. 121(C), pages 735-746.
    20. Heath McDonald & Jason Pallant & Daniel C. Funk & Thilo Kunkel, 2024. "Who doesn’t like sport? A taxonomy of non-fans," Sport Management Review, Taylor & Francis Journals, vol. 27(1), pages 67-89, January.
    21. Priyanka Chadha & Etinder Pal Singh & Babita Yadav & Raghavan Srinivasan, 2021. "Social Media Marketing Channels and Communication: COVID-19 Pandemic Perspective," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, vol. 24(3), pages 107-118.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    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:ani:irdjom:v:1:y:2019:i:1:p:20-36. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Dr. Pranav Kumar (email available below). General contact details of provider: https://journals.internationalrasd.org/index.php/jom/index .

    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.