Examining the attitude towards social media advertisements on purchase intention
Purpose: The emergence of the Internet in the modern business environment has become so pervasive that no large or small company can ignore its influence. Therefore, the purpose of this research was to investigate the attitude towards social media advertisements on the intention to buy products.Meth...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
Ayandegan Institute of Higher Education, Tonekabon,
2024-08-01
|
| Series: | مدیریت نوآوری و راهبردهای عملیاتی |
| Subjects: | |
| Online Access: | http://www.journal-imos.ir/article_196595_b3c2a56ad0e14656cbe984ebfe5fcf6c.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832577797279711232 |
|---|---|
| author | Mohammad Saeid Kiani |
| author_facet | Mohammad Saeid Kiani |
| author_sort | Mohammad Saeid Kiani |
| collection | DOAJ |
| description | Purpose: The emergence of the Internet in the modern business environment has become so pervasive that no large or small company can ignore its influence. Therefore, the purpose of this research was to investigate the attitude towards social media advertisements on the intention to buy products.Methodology: A researcher-made questionnaire was used to collect information. A random sampling method was used to select the sample, and finally 342 questionnaires were collected online. In order to analyze the data and check the hypotheses, SmartPLS software was used.Findings: The results showed that the informativeness of advertisements, social role and image, and creativity in advertisements have a positive and significant effect on the attitude towards social media advertisements. Finally, a positive and significant effect was found between attitude towards social media advertising and purchase intention. Improving the attitude of Instagram users and increasing their trust in the opinions that are raised on Instagram, makes users explain and promote the products and services they have received to their friends.Originality/Value: Due to the advancement of technology and the expansion of virtual space, these advertisements for consumer consumption have increased greatly. that move consumers to purchase, and the role of psychological factors such as trust and recognition in this process. This research can contribute to more optimal formulations for advertising in social media and improve the performance of the sports products market. |
| format | Article |
| id | doaj-art-2b16ef61491c41c09d26e4cc5d05b9f3 |
| institution | Kabale University |
| issn | 2783-1345 2717-4581 |
| language | fas |
| publishDate | 2024-08-01 |
| publisher | Ayandegan Institute of Higher Education, Tonekabon, |
| record_format | Article |
| series | مدیریت نوآوری و راهبردهای عملیاتی |
| spelling | doaj-art-2b16ef61491c41c09d26e4cc5d05b9f32025-01-30T14:56:43ZfasAyandegan Institute of Higher Education, Tonekabon,مدیریت نوآوری و راهبردهای عملیاتی2783-13452717-45812024-08-015220921810.22105/imos.2024.456523.1355196595Examining the attitude towards social media advertisements on purchase intentionMohammad Saeid Kiani0Department, Sports Management Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.Purpose: The emergence of the Internet in the modern business environment has become so pervasive that no large or small company can ignore its influence. Therefore, the purpose of this research was to investigate the attitude towards social media advertisements on the intention to buy products.Methodology: A researcher-made questionnaire was used to collect information. A random sampling method was used to select the sample, and finally 342 questionnaires were collected online. In order to analyze the data and check the hypotheses, SmartPLS software was used.Findings: The results showed that the informativeness of advertisements, social role and image, and creativity in advertisements have a positive and significant effect on the attitude towards social media advertisements. Finally, a positive and significant effect was found between attitude towards social media advertising and purchase intention. Improving the attitude of Instagram users and increasing their trust in the opinions that are raised on Instagram, makes users explain and promote the products and services they have received to their friends.Originality/Value: Due to the advancement of technology and the expansion of virtual space, these advertisements for consumer consumption have increased greatly. that move consumers to purchase, and the role of psychological factors such as trust and recognition in this process. This research can contribute to more optimal formulations for advertising in social media and improve the performance of the sports products market.http://www.journal-imos.ir/article_196595_b3c2a56ad0e14656cbe984ebfe5fcf6c.pdfsocial mediaadvertisingattitudepurchase intentionsport management |
| spellingShingle | Mohammad Saeid Kiani Examining the attitude towards social media advertisements on purchase intention مدیریت نوآوری و راهبردهای عملیاتی social media advertising attitude purchase intention sport management |
| title | Examining the attitude towards social media advertisements on purchase intention |
| title_full | Examining the attitude towards social media advertisements on purchase intention |
| title_fullStr | Examining the attitude towards social media advertisements on purchase intention |
| title_full_unstemmed | Examining the attitude towards social media advertisements on purchase intention |
| title_short | Examining the attitude towards social media advertisements on purchase intention |
| title_sort | examining the attitude towards social media advertisements on purchase intention |
| topic | social media advertising attitude purchase intention sport management |
| url | http://www.journal-imos.ir/article_196595_b3c2a56ad0e14656cbe984ebfe5fcf6c.pdf |
| work_keys_str_mv | AT mohammadsaeidkiani examiningtheattitudetowardssocialmediaadvertisementsonpurchaseintention |