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Influencing Purchase Intentions via Social Media

This study investigates how various factors influence consumer perceptions of social media advertisements and their impact on purchase intentions. Key findings highlight the importance of emotional appeal, creativity, and relevance in engaging consumers, while authenticity builds trust and loyalty. The research suggests that aligning advertising strategies with platform characteristics and cultural nuances can enhance brand engagement and effectiveness in the digital marketplace.

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Ian smith Ponferrada
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6 views2 pages

Influencing Purchase Intentions via Social Media

This study investigates how various factors influence consumer perceptions of social media advertisements and their impact on purchase intentions. Key findings highlight the importance of emotional appeal, creativity, and relevance in engaging consumers, while authenticity builds trust and loyalty. The research suggests that aligning advertising strategies with platform characteristics and cultural nuances can enhance brand engagement and effectiveness in the digital marketplace.

Uploaded by

Ian smith Ponferrada
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

THE FISHER VALLEY COLLEGE, INC.

“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy

ABSTRACT

This study examines the critical factors that shape consumer perceptions of social

media advertisements and their subsequent influence on purchase intentions. As

social media platforms continue to dominate digital communication, traditional

advertising methods face mounting challenges in effectively engaging consumers

in a fast-paced, content-saturated environment. Employing a survey-based

approach and exploratory factor analysis, this research identifies and evaluates

key attributes such as creativity, emotional appeal, attention-grabbing elements,

relevance, and perceived authenticity in shaping consumer evaluations of social

media ads. The findings underscore the pivotal role of emotional appeal in

enhancing purchase intentions, highlighting its ability to forge a stronger

connection between brands and consumers. Furthermore, the study reveals that

creativity and relevance significantly boost consumer engagement, while

authenticity fosters trust and long-term loyalty. These insights offer actionable

strategies for marketers to optimize their social media advertising campaigns by

designing ads that resonate on a deeper emotional level, captivate attention, and

build brand credibility.

The study also sheds light on the evolving nature of consumer behavior in the

digital age, emphasizing the importance of aligning advertising strategies with


THE FISHER VALLEY COLLEGE, INC.
“A Christ-centered Institution”
No. 5, M. L. Quezon St., Hagonoy, Taguig City

College of Business Administration and Accountancy

platform-specific characteristics and cultural nuances to maximize impact. By

leveraging the identified factors, brands can enhance their ability to engage diverse

audiences, drive purchasing behavior, and maintain competitive advantage in an

increasingly dynamic marketplace. Future research is encouraged to explore the

interplay of these factors across different social media platforms and cultural

contexts, as well as their implications for emerging advertising formats such as

influencer collaborations and interactive content. This comprehensive exploration

contributes to the growing body of knowledge on digital consumer decision-making

and provides a robust framework for optimizing social media advertising

effectiveness.

Keywords: Social Media Advertising, Consumer Perceptions, Purchase

Intentions, Emotional Appeal, Attention-Grabbing

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