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

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

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...

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Main Authors:	Baskaran, Shathees, Raman, Dhinesh K., Mahadi, Nomahaza, Indiran, Logaiswari
Format:	Article
Published:	Penerbit UniMAP 2021
Subjects:	HB Economic Theory HD Industries. Land use. Labor HF Commerce
Online Access:	http://eprints.utm.my/id/eprint/97402/ https://ijbt.unimap.edu.my/index.php/volume-11-no-2-june-2021
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id	my.utm.97402
record_format	eprints
spelling	my.utm.974022022-10-10T07:04:18Z http://eprints.utm.my/id/eprint/97402/ Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator Baskaran, Shathees Raman, Dhinesh K. Mahadi, Nomahaza Indiran, Logaiswari HB Economic Theory HD Industries. Land use. Labor HF Commerce 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. Penerbit UniMAP 2021-06 Article PeerReviewed Baskaran, Shathees and Raman, Dhinesh K. and Mahadi, Nomahaza and Indiran, Logaiswari (2021) Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator. International Journal of Business and Technopreneurship, 11 (2). pp. 29-50. ISSN 2231-7090 https://ijbt.unimap.edu.my/index.php/volume-11-no-2-june-2021 NA
institution	Universiti Teknologi Malaysia
building	UTM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Malaysia
content_source	UTM Institutional Repository
url_provider	http://eprints.utm.my/
topic	HB Economic Theory HD Industries. Land use. Labor HF Commerce
spellingShingle	HB Economic Theory HD Industries. Land use. Labor HF Commerce Baskaran, Shathees Raman, Dhinesh K. Mahadi, Nomahaza Indiran, Logaiswari Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator
description	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.
format	Article
author	Baskaran, Shathees Raman, Dhinesh K. Mahadi, Nomahaza Indiran, Logaiswari
author_facet	Baskaran, Shathees Raman, Dhinesh K. Mahadi, Nomahaza Indiran, Logaiswari
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	Penerbit UniMAP
publishDate	2021
url	http://eprints.utm.my/id/eprint/97402/ https://ijbt.unimap.edu.my/index.php/volume-11-no-2-june-2021
_version_	1748180454462193664
score	13.211869

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

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