The interaction effects of social media-driven advertising on consumers’ purchase intention

Abstract

The paradigm of social media-driven advertising has experienced a huge transformation in predicting consumers’ behavioral intentions in recent years. To shed light on the interaction effects of social media-driven advertising, this study aims to explore the various stimuli of social media advertising that may influence consumers’ purchasing intentions. The study recruited 240 social media users online using a purposive sampling technique, and the data were analyzed using Structural Equation Modeling. The estimation revealed that e-WOM and interaction have a significant positive effect on brand image, whereas entertainment does not. The brand image plays a significant positive role in predicting consumers’ purchasing intentions. The findings offer valuable insights to marketers and brand practitioners for anticipating brand perception and consumers’ likelihood to purchase the brand. Research findings, discussions, and implications are presented.