Factors influencing consumers’ intention to purchase products advertised on Facebook

The aim of this study is to investigate the factors that influence consumers’ intention to purchase products advertised on Facebook. Facebook is a popular social media platform that is used by many including Malaysian. Users are also exposed to the numerous number of advertisements on Facebook. B...

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Main Authors:	Mert, Hasinat, Wan Jusoh, Wan Jamaliah
Format:	Conference or Workshop Item
Language:	English English
Published:	2018
Subjects:	HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/68450/ http://irep.iium.edu.my/68450/ http://irep.iium.edu.my/68450/1/68450_Factors%20Influencing%20Consumers%E2%80%99%20Intention%20-%20abstract.pdf http://irep.iium.edu.my/68450/2/68450_Factors%20Influencing%20Consumers%E2%80%99%20Intention.pdf

id	iium-68450
recordtype	eprints
spelling	iium-684502018-12-12T02:30:59Z http://irep.iium.edu.my/68450/ Factors influencing consumers’ intention to purchase products advertised on Facebook Mert, Hasinat Wan Jusoh, Wan Jamaliah HF5410 Marketing. Distribution of products The aim of this study is to investigate the factors that influence consumers’ intention to purchase products advertised on Facebook. Facebook is a popular social media platform that is used by many including Malaysian. Users are also exposed to the numerous number of advertisements on Facebook. But what are the impact of Facebook advertising on users’ purchase intention? Therefore, based on the Theory of Reasoned Action, the relationship between attitude towards products advertised on Facebook, subjective norm and intention to purchase were examined. The study also investigated word of mouth and display advertising as antecedents to attitude. A total of 405 respondents participated in this study. SPSS and Smart-PLS were used to analyzed the data collected. Attitude and subjective norm, were found to be positive and significantly related to intention to purchase. For the antecedent of attitude, display advertising was positive and significant while word of mouth was found to be not significant. These findings should assist marketers selling and advertising on Facebook in developing better strategies and programs. They should understand that attitude is the most significant predictor of intention to purchase while display advertising greatly influence attitude towards products advertised on Facebook. The effect of family members and friends have a positive influence on individuals, especially in a collectivist society like Malaysia. 2018-05 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/68450/1/68450_Factors%20Influencing%20Consumers%E2%80%99%20Intention%20-%20abstract.pdf application/pdf en http://irep.iium.edu.my/68450/2/68450_Factors%20Influencing%20Consumers%E2%80%99%20Intention.pdf Mert, Hasinat and Wan Jusoh, Wan Jamaliah (2018) Factors influencing consumers’ intention to purchase products advertised on Facebook. In: 2nd Asia International Multidisciplinary Conference (AIMC 2018), 12nd-13th May 2018, Kuala Lumpur. (Unpublished) http://www.utm.my/asia/files/2018/06/2018-05-07-AIMC-2018-EBM.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	HF5410 Marketing. Distribution of products
spellingShingle	HF5410 Marketing. Distribution of products Mert, Hasinat Wan Jusoh, Wan Jamaliah Factors influencing consumers’ intention to purchase products advertised on Facebook
description	The aim of this study is to investigate the factors that influence consumers’ intention to purchase products advertised on Facebook. Facebook is a popular social media platform that is used by many including Malaysian. Users are also exposed to the numerous number of advertisements on Facebook. But what are the impact of Facebook advertising on users’ purchase intention? Therefore, based on the Theory of Reasoned Action, the relationship between attitude towards products advertised on Facebook, subjective norm and intention to purchase were examined. The study also investigated word of mouth and display advertising as antecedents to attitude. A total of 405 respondents participated in this study. SPSS and Smart-PLS were used to analyzed the data collected. Attitude and subjective norm, were found to be positive and significantly related to intention to purchase. For the antecedent of attitude, display advertising was positive and significant while word of mouth was found to be not significant. These findings should assist marketers selling and advertising on Facebook in developing better strategies and programs. They should understand that attitude is the most significant predictor of intention to purchase while display advertising greatly influence attitude towards products advertised on Facebook. The effect of family members and friends have a positive influence on individuals, especially in a collectivist society like Malaysia.
format	Conference or Workshop Item
author	Mert, Hasinat Wan Jusoh, Wan Jamaliah
author_facet	Mert, Hasinat Wan Jusoh, Wan Jamaliah
author_sort	Mert, Hasinat
title	Factors influencing consumers’ intention to purchase products advertised on Facebook
title_short	Factors influencing consumers’ intention to purchase products advertised on Facebook
title_full	Factors influencing consumers’ intention to purchase products advertised on Facebook
title_fullStr	Factors influencing consumers’ intention to purchase products advertised on Facebook
title_full_unstemmed	Factors influencing consumers’ intention to purchase products advertised on Facebook
title_sort	factors influencing consumers’ intention to purchase products advertised on facebook
publishDate	2018
url	http://irep.iium.edu.my/68450/ http://irep.iium.edu.my/68450/ http://irep.iium.edu.my/68450/1/68450_Factors%20Influencing%20Consumers%E2%80%99%20Intention%20-%20abstract.pdf http://irep.iium.edu.my/68450/2/68450_Factors%20Influencing%20Consumers%E2%80%99%20Intention.pdf
first_indexed	2023-09-18T21:37:09Z
last_indexed	2023-09-18T21:37:09Z
_version_	1777412897496891392

Factors influencing consumers’ intention to purchase products advertised on Facebook

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