The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries
Purpose – This empirical paper is an endeavor to explore the relationship between social media advertising (SMA) and customers' purchase intention (CPI) in three South Asian countries. SMA was further divided into three relevant dimensions: perceived relevance (PR), perceived informativeness (P...
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| Language: | English |
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Emerald Publishing
2023-11-01
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| Series: | Business Analyst |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/BAJ-06-2023-0053/full/pdf |
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| author | Md Sajjad Hosain Abdullah Mohammad Ahshanul Mamun |
| author_facet | Md Sajjad Hosain Abdullah Mohammad Ahshanul Mamun |
| author_sort | Md Sajjad Hosain |
| collection | DOAJ |
| description | Purpose – This empirical paper is an endeavor to explore the relationship between social media advertising (SMA) and customers' purchase intention (CPI) in three South Asian countries. SMA was further divided into three relevant dimensions: perceived relevance (PR), perceived informativeness (PI) and perceived credibility (PC). Furthermore, the authors incorporated a single mediator: customers' brand consciousness (CBC) to test the mediating effects on the direct relationships. Design/methodology/approach – The authors purposively selected 1937 fashion-conscious individuals based on a cross-sectional survey design. The authors applied SPSS 25 for explanatory statistics and structural equation modeling (SEM) (through AMOS 25) for testing the hypothesized relationships. Findings – Based on the responses and the application of statistical measures, the authors revealed that all of the three dimensions of SMA have significant positive relationships with CPI. CBC is also significantly and positively related to CPI. Regarding the mediating effects, CBC was identified to have full mediation effects on the relationships between PR and CPI and PI and CPI. On the contrary, the same variable was found to have partial mediation on the relationship between PC and CPI. Originality/value – South Asia is a growing business hub and the largest consumer market in terms of population. This empirical study was undertaken to reveal the role of SMA on CPI in the three highly populated South Asian countries, which is rare in academia. The outcomes of this empirical study are expected to be useful for further research attempts regarding SMA and consumer behavior. Businesses and policymakers are also expected to benefit from formulating SMA-related strategies to retain present buyers as well as attract the prospective ones. |
| format | Article |
| id | doaj-art-8ea950fe004a49fb8f037d24f3d090d6 |
| institution | Kabale University |
| issn | 0973-211X 2754-6721 |
| language | English |
| publishDate | 2023-11-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Business Analyst |
| spelling | doaj-art-8ea950fe004a49fb8f037d24f3d090d62025-02-03T14:29:22ZengEmerald PublishingBusiness Analyst0973-211X2754-67212023-11-014428410510.1108/BAJ-06-2023-0053The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countriesMd Sajjad Hosain0Abdullah Mohammad Ahshanul Mamun1Department of Business Administration, International Islamic University Chittagong, Chattogram, BangladeshDepartment of Business Administration, International Islamic University Chittagong, Chattogram, BangladeshPurpose – This empirical paper is an endeavor to explore the relationship between social media advertising (SMA) and customers' purchase intention (CPI) in three South Asian countries. SMA was further divided into three relevant dimensions: perceived relevance (PR), perceived informativeness (PI) and perceived credibility (PC). Furthermore, the authors incorporated a single mediator: customers' brand consciousness (CBC) to test the mediating effects on the direct relationships. Design/methodology/approach – The authors purposively selected 1937 fashion-conscious individuals based on a cross-sectional survey design. The authors applied SPSS 25 for explanatory statistics and structural equation modeling (SEM) (through AMOS 25) for testing the hypothesized relationships. Findings – Based on the responses and the application of statistical measures, the authors revealed that all of the three dimensions of SMA have significant positive relationships with CPI. CBC is also significantly and positively related to CPI. Regarding the mediating effects, CBC was identified to have full mediation effects on the relationships between PR and CPI and PI and CPI. On the contrary, the same variable was found to have partial mediation on the relationship between PC and CPI. Originality/value – South Asia is a growing business hub and the largest consumer market in terms of population. This empirical study was undertaken to reveal the role of SMA on CPI in the three highly populated South Asian countries, which is rare in academia. The outcomes of this empirical study are expected to be useful for further research attempts regarding SMA and consumer behavior. Businesses and policymakers are also expected to benefit from formulating SMA-related strategies to retain present buyers as well as attract the prospective ones.https://www.emerald.com/insight/content/doi/10.1108/BAJ-06-2023-0053/full/pdfSocial media marketingSocial networking sitesCustomers’ purchase intentionCustomers’ brand consciousnessFashion brands |
| spellingShingle | Md Sajjad Hosain Abdullah Mohammad Ahshanul Mamun The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries Business Analyst Social media marketing Social networking sites Customers’ purchase intention Customers’ brand consciousness Fashion brands |
| title | The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries |
| title_full | The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries |
| title_fullStr | The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries |
| title_full_unstemmed | The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries |
| title_short | The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries |
| title_sort | nexus between social media advertising and customers purchase intention with the mediating role of customers brand consciousness evidence from three south asian countries |
| topic | Social media marketing Social networking sites Customers’ purchase intention Customers’ brand consciousness Fashion brands |
| url | https://www.emerald.com/insight/content/doi/10.1108/BAJ-06-2023-0053/full/pdf |
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