Social Media Advertising Effect on the Purchase Intention of Smartphone Brands

By: Ni Kadek Virgina Nanda Wedasari (Student of International Marketing Program)

Social media advertising, can be defined as application of social media tools to create awareness, persuade and educate consumers about a firm’s products and services (Boateng & Okoe, 2015). Buyers are now more active to search for product information on social apps and traditional websites are becoming less relevant, therefore, it encourages users to utilize mobile apps for online activities such as purchase and engagement (Kemp, 2017).

A study was conducted to measure the effect of attitudes towards social media advertising towards purchase intention of smartphone brands. The study indicated that positive attitude towards social media advertising significantly influence the purchase intention of smartphone brands.

When a social media advertising is perceived as informative, interactive, entertaining and credible the effectiveness of a social media advertising influencing purchase intention will increase. Informative advertisement will give the information of the product features to the viewer and making them aware of the product function. Interactivity of a social media advertisement can be explained by how the advertisement could strengthen the relationship between the consumer and brand. Entertainment aspect is also important because of the behavior of Instagram users. Instagram users often use the platform for fun. Sharing, liking, comments and posts are common in the usage of Instagram, therefore, entertaining advertisement will be perceived as more positively. Meanwhile, the credibility of a social media advertisement is also important, because social media advertisement could act as a reference for purchasing. When the factors are perceived well by the consumer, the chance of their attitude towards social media advertising will increase, as well as purchase intention of smartphone brand.

BIBILIOGRAPHY

Boateng, H., & Okoe, A. F. (2015). Determinants of Consumers’ Attitude towards Social Media Advertising. Journal of Creative Communications, 10(3), 248–258. https://doi.org/10.1177/0973258615614417

Kemp, S. (2017). Digital in 2017: Global Overview – We Are Social. Retrieved January 29, 2018, from https://wearesocial.com/special-reports/digital-in-2017-global-overview

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