Vol. 10 No. 1 (2022): Business & Management Studies: An International Journal
Articles

Investigation of the effects of consumers' attitudes towards social media advertisements on their purchasing behaviours

Cüneyd İkbal Sarıoğlu
Assist. Prof. Dr., Kocaeli University, Hereke Omer Ismet Uzunyol Vocational School, Kocaeli, Turkey

Published 2022-03-26

Keywords

  • Sosyal Medya, Satın Alma Niyeti, Sosyal Medya Reklamcılığı
  • Social Media, Purchase Intention, Social Media Advertising

How to Cite

Sarıoğlu, C. İkbal. (2022). Investigation of the effects of consumers’ attitudes towards social media advertisements on their purchasing behaviours . Business &Amp; Management Studies: An International Journal, 10(1), 132–148. https://doi.org/10.15295/bmij.v10i1.1979

Abstract

Today, brands and businesses widely use social media ads to reach targeted customers. Therefore, examining the effect of social media advertisements on consumers' purchasing decisions stands out as an essential research topic. For this reason, it is crucial to reveal the factors that are effective in the purchasing behaviour of consumers in advertisements made on social media. In the light of these facts, effects of the ad credibility, perceived personalisation, ethics of social media advertising, attitude towards social media advertising variables on social shopping intention and the moderating effects of gender, age and educational status were examined. The research gathered data from 421 individuals living in Kocaeli via a questionnaire technique, and the obtained data were analysed using hierarchical regression tests. Findings of the analysis indicate that ad credibility, ethics of social media advertising and attitude towards social media advertising positively affect social shopping intention. Furthermore, age was found to have a moderating role between social shopping intention and ethics of social media advertising and attitude towards social media advertising. In contrast, educational status was found to have a moderating role between social shopping intention and ad credibility and attitude towards social media advertising. This study is expected to clarify the factors for the social shopping intention with demographic differences.

Downloads

Download data is not yet available.

References

  1. Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
  2. Anderson, J. C. & Gerbing D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach, Psychological Bulletin, 103, 411–423.
  3. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
  4. Arens, W. F., Weigold, M. F., & Arens, C. (2009). Contemporary Advertising (12. b.). New York, USA: Mc.Graw Hill Inc.
  5. Aydın, G. (2018). Role of personalisation in shaping attitudes towards social media ads. International Journal of E-Business Research (IJEBR), 14(3), 54-76.
  6. Baglione, S. L., & Tucci, L. A. (2019). Perceptions of Social Media's Relevance and Targeted Advertisements. Journal of Promotion Management, 25(2), 143–160.
  7. Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioural Sciences, 148, 177-185.
  8. Boateng, H., & Okoe, A. F. (2015). Determinants of consumers' attitude towards social media advertising. Journal of Creative Communications, 10(3), 248-258.
  9. Chen, P. & Hsieh, H. (2012). Technological Forecasting & Social Change Personalised mobile advertising: Its key attributes, trends, and social impact. Technological Forecasting & Social Change, 79(3), 543–557.
  10. Chitra, C., & Kalaiselvi, K. (2021). An Overvıew of Social Media Platforms, Strategies, Pros And Cons As A Marketing Tool. Ilkogretim Online, 20(1), 2131-2137.
  11. Choi, S. M., & Rifon, N. J. (2002). Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads. Journal of Interactive Advertising, 3(1), 12-24.
  12. Chung, C. ve Austria K., (2010), Social Media Gratification and Attitude toward Social MediaMarketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value, Proceedings of the Northeast Business & Economic Assocation, 6, 581- 586.
  13. De Pelsmacker, P., Geuens, M. & Van den Bergh, J. (2001). Marketing Communications: A European Perspective. New York: Prentice Hall.
  14. De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
  15. De Zoysa, S. (2002). Mobile advertising needs to get personal. Telecommunications International, 36(2), 8.
  16. Eid, M., Nusairat, N., Alkailani, M., & Al-Ghadeer, H. (2020). Internet users' attitudes towards social media advertisements: The role of advertisement design and users' motives. Management Science Letters, 10(10), 2361-2370.
  17. Elden, M. (2015). Reklam ve Reklamcılık. İstanbul: Say Yayınları.
  18. Edwards, J. R., & Lambert, L. S. (2007). Methods for integrating moderation and mediation: a general analytical framework using moderated path analysis. Psychological methods, 12(1), 1.
  19. Ferreira, C., Michaelidou, N., Moraes, C., & McGrath, M. (2017). Social media advertising: Factors influencing consumer ad avoidance. Journal of Customer Behaviour, 16(2), 183-201.
  20. Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-404.
  21. Gotlieb, J. B., & Sarel, D. (1991). Comparative advertising effectiveness: The role of involvement and source credibility. Journal of advertising, 20(1), 38-45.
  22. Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). New Jersey: Pearson Education.
  23. Hanna, R., Rohm, A., & L. Crittenden, V. (2011). We're All Connected: The Power Of The Social Media Ecosystem. Business Horizons, (54), 265-273.
  24. Hootsuite, (2022). The Global State of Digital 2022, https://www.hootsuite.com/resources/digital-trends, Accessed at: 01 March 2022.
  25. Indrabrata, A., & Balqiah, T. E. (2020, December). Effect of Perceived Personalization and Self Expressive Brand towards Perceived Quality and Brand Loyalty of Local Footwear Brands on Instagram. In The International Conference on Business and Management Research (ICBMR 2020) (pp. 62-70). Atlantis Press.
  26. Isip, M. S. R., & Lacap, J. P. (2021). Social Media Use and Purchase Intention: The Mediating Roles of Perceived Risk and Trust, Journal of Marketing Advances and Practices 3 (2), 76-93.
  27. Jothi, A., & Gaffoor, M. (2017). Impact of social media in online shopping. ICTACT Journal on Management Studies, 3(3), 576-586.
  28. Ibrahim, B., Aljarah, A., & Ababneh, B. (2020). Do social media marketing activities enhance consumer perception of brands? A meta-analytic examination. Journal of Promotion Management, 26(4), 544-568.
  29. İnce, M., & Bozyiğit, S. (2018). Tüketicilerin Instagram Reklamlarina Karşi Tutumlarinin Satin Alma Davranişlari Üzerindeki Etkisi: Y Ve Z Kuşaği Üzerine Bir Araştirma. Beykoz Akademi Dergisi, 6(2), 39-56.
  30. Jerome, T., Shan, L. W., & Khong, K. W. (2010). Online advertising: a study on Malaysian consumers, Online Advertising: A Study of Malaysian Consumers, International Journal of Business and Information 5, (2), 111- 134.
  31. Kaplan, A. M., & Haenlein, M. (2010). Users of the World, unite! The Challenges and Opportunities of Social Media. Business Horizons, (53): 59-68.
  32. Kataria, M. V. (2016). Tween Consumers: a Study of the Impact of Social Media on Tween'S Buying Decisions. International Journal of Marketing & Financial Management, 1-11.
  33. Kavanoor, S., Grewal, D., & Blodgett, J. (1997). Ads promoting OTC medications: The effect of ad format and credibility on beliefs, attitudes, and purchase intentions. Journal of Business Research, 40(3), 219-227.
  34. Kayapınar, Ö., Kayapınar, P. Y., & Tan, Ö. (2017). Sosyal medya reklamlarına yönelik tüketici algıları ile e-sadakat arasındaki ilişkide markaya yönelik tutumun rolü. İşletme Araştırmaları Dergisi, 9(4), 472-494.
  35. Keyzer, F. D., Dens, N. & Pelsmacker, P. D. (2015). Is this for me? How Consumers Respond toPersonalized Advertising on Social Network Sites. Journal of Interactive Advertising, 15(2): 124-134.
  36. Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalisation. Computers in human behaviour, 33, 256-269.
  37. Kim, H. & Huh, J. (2017). Perceived Relevance and Privacy Concern Regarding Online Behavioural Advertising (OBA) and Their Role in Consumer Responses. Journal of Current Issues & Research in Advertising, 38(1): 92-105.
  38. Kotler, P., and K.L. Keller. (2009). Marketing management. 13th ed. Upper Saddle River, NJ: Prentice-Hall.
  39. Kumar, D. (2017). Perceived risk & trust in online shopping among youth in Nagpur and Pune cities. SSRN Electronic Journal, 1, 1-19.
  40. MacKenzie, S.B. & Lutz, R.J. (1989). An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context. Journal of Marketing. 53(2): 48-65.
  41. Mangold, W., & Faulds, D., (2009). Social media: The new hybrid element of the promotion mix. Business Horizons 52 (4), 357-365.
  42. Mardia, K.V. (1985). Mardia's test of multinormality. In: Kotz, S., Johnson, N.L. (Eds.), Encyclopedia of Statistical Science. Wiley, New York.
  43. Mittal, B. (1994). Publıc Assessment of TV Advertising: Faint Praise And Harsh Criticism. Journal of Advertising Research, 34(1), 35–53.
  44. Moore, J. J., & Rodgers, L. R. (2005). An Examination of Advertising Credibility and Skepticism in Five Different Media Using the Persuasion Knowledge Model, American Academy of Advertising Conference Proceedings, Januari 1, 10
  45. Murphy, P. E., Laczniak, G. R., & Harris, F. (2016). Ethics in marketing: International cases and perspectives. Taylor & Francis.
  46. Nasir, V. A., Keserel, A. C., Surgit, O. E., & Nalbant, M. (2021). Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments? Telematics and Informatics, 64, 101687.
  47. Natarajan, T., Balasubramanian, S., Balakrishnan, J., & Manickavasagam, J. (2013). Examining beliefs towards social media advertisements among students and working professionals: an application of discriminant analysis. Australian Journal of Basic and Applied Sciences, 7(8), 697-705.
  48. Nunnally J. C. & Bernstein I. H. (1994). Psychometric Theory (3rd ed.). New York: McGraw-Hill.
  49. O'Sullivan-Gavin, S. A., & Amazeen, M. A. (2016). The Advertising Industry in the Social Media Age: The Ethical and Legal Implications of Unsanctioned Rogue or Scam Ads. JL Bus. & Ethics, 22, 9-25.
  50. Pojman, L. P. (2001), Ethics: Discovering right and wrong, (4th Edn., Belmont: Wadsworth/Thomson Learning).
  51. Ramnarain Y. & Govender Krishna K., (2013), Social media browsing and consumer behaviour: Exploring the youth market, African Journal of Business Management, 7 (18), 1885-1893.
  52. Santosa, M. H. (2020). A Study of Indonesian High School Students' Perception on the Use of Instagram as English Instructional Media. Humanising Language Teaching, 22 (4), 1-7.
  53. Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
  54. Serrano-Malebrán, J., & Arenas-Gaitán, J. (2021). When does personalisation work on social media? a posteriori segmentation of consumers. Multimedia Tools and Applications, 80(30), 36509-36528.
  55. Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalisation as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.
  56. Sharma, B. K., & Parmar, S. (2018). Impact of demographic factors on online purchase intention through social media-with reference to Pune, Maharashtra. Age, 18(25), 45.
  57. Sipahi B., Yurtkoru, E.S., & Çinko, M (2010). Sosyal Bilimlerde SPSS'le Veri Analizi, (1.Ed.), İstanbul: Beta Basım Yayım Dağıtım.
  58. Soh, H., (2006). Measurıng trust ın advertısıng: development and valıdatıon of the adtrust scale. Doctor of Philosophy. Georgia: The University of Georgia Maureen Grasso Dean of the Graduate School.
  59. Statista Research Department, (2021). Social media marketing worldwide - statistics & facts, Nov 15, 2021, https://www.statista.com/topics/1538/social-media-marketing/#dossierKeyfigures, Accessed at: 01 March 2022.
  60. Van Meter, R. A., Grisaffe, D. B., & Chonko, L. B. (2015). Of "likes" and "pins": The effects of consumers' attachment to social media. Journal of Interactive Marketing, 32, 70-88.
  61. Wassan, F., & Yousaf, U. (2017). The Consumer Attıtude Towards Socıal Medıa Advertısıng And The Influence Of Corporate Reputatıon On Consumer Response. AU eJournal of Interdisciplinary Research (ISSN: 2408-1906).
  62. Weinberg, T., (2009). The New Community Rules: Marketing on the Social Rules, O'reilly Media, USA, first edition.
  63. Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal, 28(4), 160-170.
  64. Wu, M., Huang, Y., Li, R., Bortree, D. S., Yang, F., Xiao, A., & Wang, R. (2016). A tale of two sources in native advertising: Examining the effects of source credibility and priming on content, organisations, and media evaluations. American Behavioural Scientist, 60(12), 1492-1509.
  65. Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like it or not: Issue of credibility in Facebook advertising. Asian Social Science, 9(3), 154.
  66. Zhafirah, U. (2019). The influence of social media advertising towards purchase intention of e-commerce: a study among Indonesian millenial. International Conference on Rural Development and Entrepreneurship 2019: Enhancing Small Business and Rural Development Toward Industrial Revolution 4.0, 5(1), 1024-1035.