THE EFFECT OF SOCIAL MEDIA USAGE AND ADVERTISING ON CONSUMERS’ PURCHASE INTENTION IN PAKISTAN
DOI:
https://doi.org/10.37435/NBR22051601Keywords:
ABSTRACT Purpose - The use of social media as a platform for performing marketing and advertising operations is growing in popularity. Advertisements on social media take up a significant amount of time, financial resources, and other organizational resources. However, there is always room for improvement in how businesses may develop advertising for social media platforms to attract people effectively and to encourage them to buy their goods. Therefore, this research investigated the primary elements connected to social media advertising that can predict a consumer's desire to make a purchase.Abstract
ABSTRACT
Purpose - The use of social media as a platform for performing marketing and advertising operations is growing in popularity. Advertisements on social media take up a significant amount of time, financial resources, and other organizational resources. However, there is always room for improvement in how businesses may develop advertising for social media platforms to attract people effectively and to encourage them to buy their goods. Therefore, this research investigated the primary elements connected to social media advertising that can predict a consumer's desire to make a purchase.
References
Alalwan, A. A. (2018). Investigating the impact of social media advertising features
on customer purchase intention. International Journal of Information
Management, 42, 65–77.
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences
consumers purchase decision: A mediation analysis of brand awareness.
JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156–168.
Baek, T. H., & Yoon, S. (2022). Pride and gratitude: Egoistic versus altruistic appeals
in social media advertising. Journal of Business Research, 142, 499–511.
Balaban, D. C., & Szambolics, J. (2022). A Proposed Model of Self-Perceived
Authenticity of Social Media Influencers. Media and Communication, 10(1), 235–
Carlson, J. R., Hanson, S., Pancras, J., Ross Jr, W. T., & Rousseau‐Anderson, J. (2022).
Social media advertising: How online motivations and congruency influence
perceptions of trust. Journal of Consumer Behaviour, 21(2), 197–213.
Chetioui, Y., Butt, I., & Lebdaoui, H. (2021). Facebook advertising, eWOM and
consumer purchase intention-Evidence from a collectivistic emerging market.
Journal of Global Marketing, 34(3), 220–237.64
Creevey, D., Coughlan, J., & O’Connor, C. (2022). Social media and luxury: A
systematic literature review. International Journal of Management Reviews, 24(1),
–129.
de Groot, J. I. M. (2022). The Personalization Paradox in Facebook Advertising: The
Mediating Effect of Relevance on the Personalization–Brand Attitude
Relationship and the Moderating Effect of Intrusiveness. Journal of Interactive
Advertising, 1–18.
Delbaere, M., Michael, B., & Phillips, B. J. (2021). Social media influencers: A route to
brand engagement for their followers. Psychology & Marketing, 38(1), 101–112.
Deng, N., Jiang, X., & Fan, X. (2021). How social media’s cause-related marketing
activity enhances consumer citizenship behavior: the mediating role of
community identification. Journal of Research in Interactive Marketing.
Fink, T. (2021). Drivers of User Engagement in Influencer Branding. Springer.
Genner, S., & Süss, D. (2017). Socialization as media effect. The International
Encyclopedia of Media Effects, 1–15.
Gustafson, B. M., Pomirleanu, N., Mariadoss, B. J., & Johnson, J. L. (2021). The social
buyer: A framework for the dynamic role of social media in organizational
buying. Journal of Business Research, 125, 806–814.
Haley, E., & Pittman, M. (2022). Remembering the FCB Grid: Thinking, Feeling, and
Involvement in the Age of Social Media. Journal of Advertising, 1–13.
Herrando, C., & Martín‐De Hoyos, M. J. (2022). Influencer endorsement posts and
their effects on advertising attitudes and purchase intentions. International
Journal of Consumer Studies.
Ho, X. H., Nguyen, D. P., Cheng, J. M. S., & Le, A. N. H. (2022). Customer engagement
in the context of retail mobile apps: A contingency model integrating spatial
presence experience and its drivers. Journal of Retailing and Consumer Services,
, 102950.
Hollebeek, L. D., Kumar, V., & Srivastava, R. K. (2022). From customer-, to actor-, to
stakeholder engagement: Taking stock, conceptualization, and future
directions. Journal of Service Research, 25(2), 328–343.
Hudders, L., & de Jans, S. (2022). Gender effects in influencer marketing: an
experimental study on the efficacy of endorsements by same-vs. other-gender
social media influencers on Instagram. International Journal of Advertising, 41(1),
–149.
Hudders, L., de Jans, S., & de Veirman, M. (2021). The commercialization of social
media stars: a literature review and conceptual framework on the strategic use
of social media influencers. International Journal of Advertising, 40(3), 327–375.
Jacobson, J., & Harrison, B. (2022). Sustainable fashion social media influencers and
content creation calibration. International Journal of Advertising, 41(1), 150–177.
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers
in brand recommendation: Examining their impact on engagement, expected65
value and purchase intention. International Journal of Information Management,
, 366–376.
Kent, M. L., & Taylor, M. (2021). Fostering dialogic engagement: Toward an
architecture of social media for social change. Social Media+ Society, 7(1),
Khan, S. W., Mahmood, T., & Shahwar, D. (2021). Role of Social media in the
development of Islamic branding and its impact on purchase and repurchase
intention for Ḥalāl Products: A Uses and Gratification Perspective. Al-Qamar,
(2), 57–74.
Khan, S. W., & Zaman, U. (2021). Linking celebrity endorsement and luxury brand
purchase intentions through signaling theory: A serial-mediation model
involving psychological ownership, brand trust and brand attitude. Pakistan
Journal of Commerce and Social Sciences (PJCSS), 15(3), 586–613.
Kim, D. Y., & Kim, H.-Y. (2021). Influencer advertising on social media: The multiple
inference model on influencer-product congruence and sponsorship
disclosure. Journal of Business Research, 130, 405–415.
Lee, J., & Kim, S. (2022). Social media advertising: The role of personal and societal
norms in page like ads on Facebook. Journal of Marketing Communications, 28(3),
–342.
Liu, X., Shin, H., & Burns, A. C. (2019). Examining the impact of luxury brand’s social
media marketing on customer engagement: Using big data analytics and
natural language processing. Journal of Business Research.
Liu, X., Zheng, B., & Liu, H. (2021). Understanding the social media interactivity
paradox: the effects of social media interactivity on communication quality,
work interruptions and job performance. Information Technology & People.
Lou, C. (2022). Social media influencers and followers: Theorization of a transparasocial relation and explication of its implications for influencer
advertising. Journal of Advertising, 51(1), 4–21.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility
affect consumer trust of branded content on social media. Journal of Interactive
Advertising, 19(1), 58–73.
Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). The Effect of Social Media
Marketing, Word of Mouth, and Effectiveness of Advertising on Brand
Awareness and Intention to Buy. Jurnal Manajemen Indonesia, 19(2), 107–122.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase
intentions in social media influencer marketing: Mediating roles of
characterizations. Technological Forecasting and Social Change, 174, 121246.
Mookda, R., Khan, S. W., Intasuwan, S., & Chotchoung, S. (2020). The Effect of
Celebrity Endorsement on Consumer Purchase Intention: The Mediating Role
of Brand Loyalty. International Journal of Scientific and Research Publications
(IJSRP), 10(06), 1016–1021. https://doi.org/10.29322/IJSRP.10.06.2020.p10212366
Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement,
experience, and behavioral intent: Moderating role of age. Journal of Retailing
and Consumer Services, 60, 102453.
Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on
consumers’ purchase intention and the mediating role of credibility. Journal of
Promotion Management, 27(4), 503–523.
Saura, J. R., Palacios-Marqués, D., & Iturricha-Fernández, A. (2021). Ethical design in
social media: Assessing the main performance measurements of user online
behavior modification. Journal of Business Research, 129, 271–281.
Scholz, J. (2021). How consumers consume social media influence. Journal of
Advertising, 50(5), 510–527.
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021a). The role of social media
content format and platform in Users’ engagement behavior. Journal of
Interactive Marketing, 53, 47–65.
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021b). The role of social media
content format and platform in Users’ engagement behavior. Journal of
Interactive Marketing, 53, 47–65.
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers:
The role of influencers’ content and engagement strategy. Journal of Retailing
and Consumer Services, 58, 102303.
Unnava, V., & Aravindakshan, A. (2021). How does consumer engagement evolve
when brands post across multiple social media? Journal of the Academy of
Marketing Science, 49(5), 864–881.
Walsh, L., Hyett, N., Juniper, N., Li, C., Rodier, S., & Hill, S. (2021). The use of social
media as a tool for stakeholder engagement in health service design and
quality improvement: A scoping review. Digital Health, 7, 2055207621996870.
Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2021). Customer experience with the
branded content: A social media perspective. Online Information Review.
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer
endorsements: How advertising disclosure and source credibility affect
consumer purchase intention on social media. Australasian Marketing Journal,
(4), 160–170.
Wu, Y., Nambisan, S., Xiao, J., & Xie, K. (2022). Consumer resource integration and
service innovation in social commerce: the role of social media influencers.
Journal of the Academy of Marketing Science, 50(3), 429–459.
Yoon, H. J., Huang, Y., & Yim, M. Y.-C. (2022). Native advertising relevance effects
and the moderating role of attitudes toward social networking sites. Journal of
Research in Interactive Marketing.
Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with
followers: the roles of source credibility and fairness in parasocial relationship
and product interest. Journal of Interactive Advertising, 20(2), 133–147.67
Zhu, H., Kim, M., & Choi, Y. K. (2022). Social media advertising endorsement: the role
of endorser type, message appeal and brand familiarity. International Journal of
Advertising, 41(5), 948–969.
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between
social media marketing and brand equity: The mediating role of consumers’
benefits and experience. Journal of Business Research, 117, 256–267.
