Navigating the Digital Marketplace: Examining the Influence of Social Media Advertising on Purchase Intentions through the Lens of Performance Expectancy Theory DOI Creative Commons

Rabia Zubair,

Quratulain Zafar, Farhat Rasul

и другие.

Journal of Education and Social Studies, Год журнала: 2024, Номер 5(2), С. 330 - 344

Опубликована: Июнь 13, 2024

This study aims to analyze how social media advertising affects consumer purchase intentions, in Pakistan. Organizations have spent a lot of time, money, and resources on ads. However, there is always challenge organizations can design successfully attract customers motivate them their brands. identify test the main factors related advertising. It investigates performance expectancy influences relationships between informativeness, perceived relevance, marketing, interactivity, intention. The research grounded Unified Theory Acceptance Use Technology (UTAUT2). data was collected using questionnaire survey 350 participants. To gather structured questionnaire-based quantitative approach used. Data for this through conducted from consumers Punjab give several theoretical practical advice marketers effectively conduct campaigns.

Язык: Английский

Navigating the Digital Marketplace: Examining the Influence of Social Media Advertising on Purchase Intentions through the Lens of Performance Expectancy Theory DOI Creative Commons

Rabia Zubair,

Quratulain Zafar, Farhat Rasul

и другие.

Journal of Education and Social Studies, Год журнала: 2024, Номер 5(2), С. 330 - 344

Опубликована: Июнь 13, 2024

This study aims to analyze how social media advertising affects consumer purchase intentions, in Pakistan. Organizations have spent a lot of time, money, and resources on ads. However, there is always challenge organizations can design successfully attract customers motivate them their brands. identify test the main factors related advertising. It investigates performance expectancy influences relationships between informativeness, perceived relevance, marketing, interactivity, intention. The research grounded Unified Theory Acceptance Use Technology (UTAUT2). data was collected using questionnaire survey 350 participants. To gather structured questionnaire-based quantitative approach used. Data for this through conducted from consumers Punjab give several theoretical practical advice marketers effectively conduct campaigns.

Язык: Английский

Процитировано

0