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Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator

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Main Authors: Baskaran, Shathees, Raman, Dhinesh K., Nomahaza, Mahadi, Logaiswari, Indiran, Azman, Hashim
Format: Article
Language:English
Published: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) 2021
Subjects:
Online buying intention
Shopping enjoyment
Informativeness
Social media marketing
Credibility
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/72258
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spelling my.unimap-722582021-09-29T04:48:34Z Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator Baskaran, Shathees Raman, Dhinesh K. Nomahaza, Mahadi Logaiswari, Indiran Azman, Hashim Online buying intention Shopping enjoyment Informativeness Social media marketing Credibility Link to publisher's homepage at https://ijbt.unimap.edu.my In the current era, traditional marketing streams are just a small segment of the varied approaches used to market products. The increasing focus on social media shaped state-of-the-art advertising and shifted the way companies interact with their target groups. Companies, therefore, need to create effective online advertising strategies to capitalize on the current market segment by incorporating effective features in online advertising, especially in social media. This research will discuss the relationship between social media advertising and its associated dimensions including credibility, informativeness, hedonic, and materialism towards purchase intention. Moreover, the mediating effect of shopping enjoyment will also be assessed on the relationship between social media advertising and online buying intention. The research employed a quantitative research method and a total of 371 valid respondents participated in the survey. Based on the results obtained, it was found that social media advertising and its dimensions have a significant relationship with online buying intention while a partial mediating effect of shopping enjoyment exists on this relationship. These research findings have added to the existing body of knowledge in marketing literature and will be useful to marketers in understanding social media advertising's influence on purchase intention. The research also discussed theoretical and managerial implications and concluded with suggestions for future research. 2021-09-29T04:48:34Z 2021-09-29T04:48:34Z 2021-06 Article International Journal of Business and Technopreneurship (IJBT), vol.11(2), 2021, pages 29-50. 2231-7090 (printed) 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/72258 https://ijbt.unimap.edu.my en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Online buying intention
Shopping enjoyment
Informativeness
Social media marketing
Credibility
spellingShingle Online buying intention
Shopping enjoyment
Informativeness
Social media marketing
Credibility
Baskaran, Shathees
Raman, Dhinesh K.
Nomahaza, Mahadi
Logaiswari, Indiran
Azman, Hashim
Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator
description Link to publisher's homepage at https://ijbt.unimap.edu.my
format Article
author Baskaran, Shathees
Raman, Dhinesh K.
Nomahaza, Mahadi
Logaiswari, Indiran
Azman, Hashim
author_facet Baskaran, Shathees
Raman, Dhinesh K.
Nomahaza, Mahadi
Logaiswari, Indiran
Azman, Hashim
author_sort Baskaran, Shathees
title Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator
title_short Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator
title_full Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator
title_fullStr Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator
title_full_unstemmed Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator
title_sort social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator
publisher School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
publishDate 2021
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/72258
_version_ 1724609872091152384
score 13.222552

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