Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.]
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 on...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Universiti Teknologi MARA Shah Alam
2020
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| Online Access: | https://ir.uitm.edu.my/id/eprint/34891/1/34891.pdf |
| _version_ | 1796903913256910848 |
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| author | Abdul Manan, Hasman Ariffin, Shahira Ratul Maknu, Tengku Sharifeleani Zakaria, Fatin Nabilah |
| author_facet | Abdul Manan, Hasman Ariffin, Shahira Ratul Maknu, Tengku Sharifeleani Zakaria, Fatin Nabilah |
| author_sort | Abdul Manan, Hasman |
| collection | UITM |
| description | 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. |
| first_indexed | 2024-03-06T02:27:12Z |
| format | Article |
| id | oai:ir.uitm.edu.my:34891 |
| institution | Universiti Teknologi MARA |
| language | English |
| last_indexed | 2024-03-06T02:27:12Z |
| publishDate | 2020 |
| publisher | Universiti Teknologi MARA Shah Alam |
| record_format | dspace |
| spelling | oai:ir.uitm.edu.my:348912020-10-05T05:27:25Z https://ir.uitm.edu.my/id/eprint/34891/ Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.] jibe Abdul Manan, Hasman Ariffin, Shahira Ratul Maknu, Tengku Sharifeleani Zakaria, Fatin Nabilah Market segmentation. Target marketing Theory. Relation to other subjects Advertising campaigns 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. Universiti Teknologi MARA Shah Alam 2020-06 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/34891/1/34891.pdf Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.]. (2020) Journal of International Business, Economics and Entrepreneurship (JIBE) <https://ir.uitm.edu.my/view/publication/Journal_of_International_Business,_Economics_and_Entrepreneurship_=28JIBE=29/>, 5 (1). pp. 59-68. ISSN 2550-1429 https://jibe.uitm.edu.my/index.php/en/june-2020 |
| spellingShingle | Market segmentation. Target marketing Theory. Relation to other subjects Advertising campaigns Abdul Manan, Hasman Ariffin, Shahira Ratul Maknu, Tengku Sharifeleani Zakaria, Fatin Nabilah Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.] |
| title | Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.] |
| title_full | Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.] |
| title_fullStr | Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.] |
| title_full_unstemmed | Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.] |
| title_short | Effects of social media advertisements on intention to purchase health and beauty products / Hasman Abdul Manan …[et al.] |
| title_sort | effects of social media advertisements on intention to purchase health and beauty products hasman abdul manan et al |
| topic | Market segmentation. Target marketing Theory. Relation to other subjects Advertising campaigns |
| url | https://ir.uitm.edu.my/id/eprint/34891/1/34891.pdf |
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