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Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis

The advent of social media technologies, specifically the phenomenal growth of online and interactive advertising, has assisted various organizations in responding to and communicating with respective consumers at sustainable expenditures through various online channels, including social media, with...

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Main Authors: Mohammed Fathi Yousaf,, Koo, Ah Choo, Mohd Hafizuddin Mohd Yusof,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:http://journalarticle.ukm.my/22888/1/SML%206.pdf
http://journalarticle.ukm.my/22888/
https://www.ukm.my/jsm/english_journals/vol52num8_2023/contentsVol52num8_2023.html
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spelling my-ukm.journal.228882024-01-18T05:51:41Z http://journalarticle.ukm.my/22888/ Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis Mohammed Fathi Yousaf, Koo, Ah Choo Mohd Hafizuddin Mohd Yusof, The advent of social media technologies, specifically the phenomenal growth of online and interactive advertising, has assisted various organizations in responding to and communicating with respective consumers at sustainable expenditures through various online channels, including social media, with immense potential and popularity levels. Limited studies have been conducted to examine the connection between consumer engagements by small and medium enterprises (SMEs) and their respective promotional performances, as consumer purchase intention would be notably affected by the ability of an enterprise to interact and share information. Therefore, the current study aims to evaluate the impacts of attitude, brand loyalty, brand image, and brand awareness on interactive advertising and engagement with consumers via social media in the United Arab Emirates (UAE) to promote SME digital lifestyle products. Accordingly, a quantitative survey was administered to evaluate 308 responses from customers of companies vending digital lifestyle products before conducting partial least square structural equation modeling (PLS-SEM) to analyze the collected data. The results demonstrated significant positive relationships between both brand loyalty and brand awareness and consumer purchase intention, respectively, whereas the relationships between attitude and brand image and consumer purchase intention were separately discovered to be insignificant. Penerbit Universiti Kebangsaan Malaysia 2023 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/22888/1/SML%206.pdf Mohammed Fathi Yousaf, and Koo, Ah Choo and Mohd Hafizuddin Mohd Yusof, (2023) Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis. Sains Malaysiana, 52 (8). pp. 2237-2250. ISSN 0126-6039 https://www.ukm.my/jsm/english_journals/vol52num8_2023/contentsVol52num8_2023.html
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description The advent of social media technologies, specifically the phenomenal growth of online and interactive advertising, has assisted various organizations in responding to and communicating with respective consumers at sustainable expenditures through various online channels, including social media, with immense potential and popularity levels. Limited studies have been conducted to examine the connection between consumer engagements by small and medium enterprises (SMEs) and their respective promotional performances, as consumer purchase intention would be notably affected by the ability of an enterprise to interact and share information. Therefore, the current study aims to evaluate the impacts of attitude, brand loyalty, brand image, and brand awareness on interactive advertising and engagement with consumers via social media in the United Arab Emirates (UAE) to promote SME digital lifestyle products. Accordingly, a quantitative survey was administered to evaluate 308 responses from customers of companies vending digital lifestyle products before conducting partial least square structural equation modeling (PLS-SEM) to analyze the collected data. The results demonstrated significant positive relationships between both brand loyalty and brand awareness and consumer purchase intention, respectively, whereas the relationships between attitude and brand image and consumer purchase intention were separately discovered to be insignificant.
format Article
author Mohammed Fathi Yousaf,
Koo, Ah Choo
Mohd Hafizuddin Mohd Yusof,
spellingShingle Mohammed Fathi Yousaf,
Koo, Ah Choo
Mohd Hafizuddin Mohd Yusof,
Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis
author_facet Mohammed Fathi Yousaf,
Koo, Ah Choo
Mohd Hafizuddin Mohd Yusof,
author_sort Mohammed Fathi Yousaf,
title Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis
title_short Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis
title_full Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis
title_fullStr Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis
title_full_unstemmed Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis
title_sort social media interactive advertising and purchase intention of the uae customers: an empirical analysis
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2023
url http://journalarticle.ukm.my/22888/1/SML%206.pdf
http://journalarticle.ukm.my/22888/
https://www.ukm.my/jsm/english_journals/vol52num8_2023/contentsVol52num8_2023.html
_version_ 1789425772718456832
score 13.211869

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