The effects of social media attributes on customer purchase intention: The mediation role of brand attitude
Social media influencers have proved to be a major influence on customers’ purchasing decisions, especially with the increased usage of social media platforms. Social media influencers provide many opportunities for companies to increase their customer base and sales, and to enhance the att...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2022-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol6/ijdns_2022_60.pdf |
| _version_ | 1817999459156492288 |
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| author | Hazar Hmoud Muhamd Nofal Husam Yaseen Sultan Al-Masaeed Bader M. AlFawwa |
| author_facet | Hazar Hmoud Muhamd Nofal Husam Yaseen Sultan Al-Masaeed Bader M. AlFawwa |
| author_sort | Hazar Hmoud |
| collection | DOAJ |
| description | Social media influencers have proved to be a major influence on customers’ purchasing decisions, especially with the increased usage of social media platforms. Social media influencers provide many opportunities for companies to increase their customer base and sales, and to enhance the attitude towards a brand. Despite the advantages of utilizing social media influencers, there are factors that social influencers need to take into consideration in order to engage customers and influence their decisions to purchase. The purpose of this study is to examine the factors that influence customers’ intention to purchase based on social media influencers. An online questionnaire was used to collect data from 439 Instagram platform users. A partial least square-SEM (PLS-SEM) approach was used to analyze and examine the proposed model. The results indicate that all constructs, namely Information Quality (IQ), Trustworthiness (TRU), Attractiveness (ATT), Meaning Transfer (TRA) and Expertise (EXP) significantly influence customers’ purchase intentions. This finding could provide insights for companies’ decision-makers when it comes to promoting their brands and increasing their sales. In addition, it could provide insights for social media influencers in terms of recognizing the important factors that encourage customers to engage and purchase. |
| first_indexed | 2024-04-14T03:09:16Z |
| format | Article |
| id | doaj.art-4339e0350e85410198e421cbdc3e6d52 |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-04-14T03:09:16Z |
| publishDate | 2022-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-4339e0350e85410198e421cbdc3e6d522022-12-22T02:15:39ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562022-01-01641543155610.5267/j.ijdns.2022.4.022The effects of social media attributes on customer purchase intention: The mediation role of brand attitudeHazar HmoudMuhamd NofalHusam YaseenSultan Al-MasaeedBader M. AlFawwa Social media influencers have proved to be a major influence on customers’ purchasing decisions, especially with the increased usage of social media platforms. Social media influencers provide many opportunities for companies to increase their customer base and sales, and to enhance the attitude towards a brand. Despite the advantages of utilizing social media influencers, there are factors that social influencers need to take into consideration in order to engage customers and influence their decisions to purchase. The purpose of this study is to examine the factors that influence customers’ intention to purchase based on social media influencers. An online questionnaire was used to collect data from 439 Instagram platform users. A partial least square-SEM (PLS-SEM) approach was used to analyze and examine the proposed model. The results indicate that all constructs, namely Information Quality (IQ), Trustworthiness (TRU), Attractiveness (ATT), Meaning Transfer (TRA) and Expertise (EXP) significantly influence customers’ purchase intentions. This finding could provide insights for companies’ decision-makers when it comes to promoting their brands and increasing their sales. In addition, it could provide insights for social media influencers in terms of recognizing the important factors that encourage customers to engage and purchase.http://www.growingscience.com/ijds/Vol6/ijdns_2022_60.pdf |
| spellingShingle | Hazar Hmoud Muhamd Nofal Husam Yaseen Sultan Al-Masaeed Bader M. AlFawwa The effects of social media attributes on customer purchase intention: The mediation role of brand attitude International Journal of Data and Network Science |
| title | The effects of social media attributes on customer purchase intention: The mediation role of brand attitude |
| title_full | The effects of social media attributes on customer purchase intention: The mediation role of brand attitude |
| title_fullStr | The effects of social media attributes on customer purchase intention: The mediation role of brand attitude |
| title_full_unstemmed | The effects of social media attributes on customer purchase intention: The mediation role of brand attitude |
| title_short | The effects of social media attributes on customer purchase intention: The mediation role of brand attitude |
| title_sort | effects of social media attributes on customer purchase intention the mediation role of brand attitude |
| url | http://www.growingscience.com/ijds/Vol6/ijdns_2022_60.pdf |
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