Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.]

Abdul Manan, Hasman and Ariffin, Shahira and Ratul Maknu, Tengku Sharifeleani and Zakaria, Fatin Nabilah (2020) Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.]. Journal of International Business, Economics and Entrepreneurship, 5 (1). pp. 59-68. ISSN 2550-1429

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Abstract

Social media has become a necessity in nearly everyone's life today as it offers them the opportunity to keep in touch with family and friends. Social media is also acting as a medium for consumers to review or get an opinion on certain products before purchasing them. Even though purchasing online is convenient, yet it still creates skeptical opinions towards certain elements. Many companies do not realize the importance of preserving the integrity and truthfulness when it comes to advertising. Not all social media advertisements or posts are real. Therefore, this study aims to examine customers' perceptions of social media advertisements and their intention to purchase health and beauty products. A six-section questionnaire with a 5-point Likert scale, from 1- strongly disagree to 5 -strongly agree, was created for the study. The snowball sampling was the preferred sampling method to acquire data from 180 respondents, and these data were analyzed using SPSS version 24. The analysis results indicated that all variables' items were between the range of 0.728 to 0.859, which denotes the existence of internal consistency. From the regression analysis findings, trust and affective have significant positive effects on purchase intention, whereas credibility and authenticity showed non-significant relationships. The study found trust and affective attitude have significant positive relationships with purchase intention of products on social media. Whereas, credibility and authenticity are found to have no significant relationship with purchase intention. Between trust and affective, trust is found to have strongest influence on consumer purchase intention.

Metadata

Item Type: Article
Creators:
Creators
Email
Abdul Manan, Hasman
UNSPECIFIED
Ariffin, Shahira
shahira@uitm.edu.my
Ratul Maknu, Tengku Sharifeleani
UNSPECIFIED
Zakaria, Fatin Nabilah
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
H Social Sciences > HF Commerce > Advertising > Theory. Relation to other subjects
H Social Sciences > HF Commerce > Advertising > Advertising campaigns
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management
Journal or Publication Title: Journal of International Business, Economics and Entrepreneurship
UiTM Journal Collections: UiTM Journal > Journal of International Business, Economics and Entrepreneurship (JIBE)
ISSN: 2550-1429
Volume: 5
Number: 1
Page Range: pp. 59-68
Official URL: https://jibe.uitm.edu.my/index.php/en/june-2020
Item ID: 34891
Uncontrolled Keywords: affective, authenticity, credibility
URI: https://ir.uitm.edu.my/id/eprint/34891

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34891

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