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The impact of social media advertising on audience trust and purchase intentions

This study examines the impact of social media advertising on audience trust and purchase intention among university students. While marketing methods have been developing rapidly in the digital era, brands seek to engage consumers through social media. The present research addresses the dual nature...

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Main Author: Quek, Xiao Tong
Format: Final Year Project / Dissertation / Thesis
Published: 2024
Subjects:
H Social Sciences (General)
HV Social pathology. Social and public welfare
QA76 Computer software
Online Access:http://eprints.utar.edu.my/7056/1/20UJB04857_QUEK_XIAO_TONG__FYP_Library.pdf
http://eprints.utar.edu.my/7056/
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id my-utar-eprints.7056
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spelling my-utar-eprints.70562025-01-14T03:18:47Z The impact of social media advertising on audience trust and purchase intentions Quek, Xiao Tong H Social Sciences (General) HV Social pathology. Social and public welfare QA76 Computer software This study examines the impact of social media advertising on audience trust and purchase intention among university students. While marketing methods have been developing rapidly in the digital era, brands seek to engage consumers through social media. The present research addresses the dual nature of the relationship between trust of social media advertising by consumers and buying behaviour. Quantitative approach was followed, and the survey questionnaire was shared through Google Forms in a group of participants that included 53. The results stated that the content type, for instance, fashion and lifestyle, encourages more interaction that may affect positive purchase intention. It was observed that reviews, comparison shopping, and local customer feedback are considered to be the major drivers in trusting social media advertising. This will also bring marketers closer to working out an optimal strategy in social media by addressing platform-specific features and regional influences that affect consumer behaviour. It also points to transparency, ethical practices, and localization of marketing efforts as cardinal imperatives in audience trust-building and maintenance. Keywords: Social media advertising, audience trust, purchase intensions, digital marketing, consumer behaviour, reviews, comparison shopping, localized marketing Subject Area: HF5801-6182 Advertising 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/7056/1/20UJB04857_QUEK_XIAO_TONG__FYP_Library.pdf Quek, Xiao Tong (2024) The impact of social media advertising on audience trust and purchase intentions. Final Year Project, UTAR. http://eprints.utar.edu.my/7056/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic H Social Sciences (General)
HV Social pathology. Social and public welfare
QA76 Computer software
spellingShingle H Social Sciences (General)
HV Social pathology. Social and public welfare
QA76 Computer software
Quek, Xiao Tong
The impact of social media advertising on audience trust and purchase intentions
description This study examines the impact of social media advertising on audience trust and purchase intention among university students. While marketing methods have been developing rapidly in the digital era, brands seek to engage consumers through social media. The present research addresses the dual nature of the relationship between trust of social media advertising by consumers and buying behaviour. Quantitative approach was followed, and the survey questionnaire was shared through Google Forms in a group of participants that included 53. The results stated that the content type, for instance, fashion and lifestyle, encourages more interaction that may affect positive purchase intention. It was observed that reviews, comparison shopping, and local customer feedback are considered to be the major drivers in trusting social media advertising. This will also bring marketers closer to working out an optimal strategy in social media by addressing platform-specific features and regional influences that affect consumer behaviour. It also points to transparency, ethical practices, and localization of marketing efforts as cardinal imperatives in audience trust-building and maintenance. Keywords: Social media advertising, audience trust, purchase intensions, digital marketing, consumer behaviour, reviews, comparison shopping, localized marketing Subject Area: HF5801-6182 Advertising
format Final Year Project / Dissertation / Thesis
author Quek, Xiao Tong
author_facet Quek, Xiao Tong
author_sort Quek, Xiao Tong
title The impact of social media advertising on audience trust and purchase intentions
title_short The impact of social media advertising on audience trust and purchase intentions
title_full The impact of social media advertising on audience trust and purchase intentions
title_fullStr The impact of social media advertising on audience trust and purchase intentions
title_full_unstemmed The impact of social media advertising on audience trust and purchase intentions
title_sort impact of social media advertising on audience trust and purchase intentions
publishDate 2024
url http://eprints.utar.edu.my/7056/1/20UJB04857_QUEK_XIAO_TONG__FYP_Library.pdf
http://eprints.utar.edu.my/7056/
_version_ 1822896903803633664
score 13.23648

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