Effect of social media advertising on consumer's purchase intention

Abstract

The purpose of this study is to determine the effects of social media advertising on consumer’s online purchase intention. Social media advertising has a significant part of the development of brand in the consumer recognition, and ultimately affect the purchase intention and marketers to emphasize these strategies. The purposive sampling is most suitable to this study because the online purchasers are in a better position to provide information required for this study. A total of 32 questionnaires were collected from the respondents and were usable for further analysis. The outcome of the research indicates that interactivity, information, trust and brand image are the effects of social media advertising on consumers’ online purchase intention. The questionnaire was designed in an open way to allow respondents to express more in-depth opinions and opinions on the current situation. In order to make the results more reliable and accurate, it is recommended that future research distribute and collect data from whole Kathmandu valley. The results of this studied an outstanding contribution of future parties, especially enterprises, communities and research. This study explained the impact of social media advertising on customers buying intentions. This helps people in the marketing industry recognize that social media advertising, advertisement likes and credibility can help them increase sales of products and potentially gain brand loyalty from consumers. Correlation analysis reveals strong positive relationships between interactivity, information, trust, brand image, word-of-mouth, and purchase intention. Notably, word-of-mouth has the strongest correlation with purchase intention. Regression analysis identifies key factors enjoyment of interactive activities, brand connection, attention-grabbing effectiveness, and brand recall that significantly influence purchase intentions, explaining approximately 51.9% of the variance. Strategies that enhance enjoyment, foster brand connection, capture attention effectively, and promote brand recall are essential for driving positive perceptions and purchase intentions in interactive social media advertising contexts. This study will be very useful to the strategic decision makers for strategic decisions in designing impactful interactive advertising