Ý ĐỊNH MUA HÀNG CỦA KHÁCH HÀNG DƯỚI TÁC ĐỘNG CỦA HOẠT ĐỘNG QUẢNG CÁO QUA MẠNG XÃ HỘI

Abstract

The social network is being increasingly used as a platform to conduct marketing and advertising activities. Organizations have saved a lot of time, money, and resources through social media ads. However, there is always a challenge in how organizations can design social media advertising to successfully attract customers and motivate them to purchase their brands. Therefore, the purpose of this research is to identify and test the main factors related to social media advertising that could predict purchase intention. The conceptual model was proposed based on two factors from the extending Unified Theory of Acceptance and Use of Technology (UTAUT) (performance expectancy, and habit) along with interactivity, information, and perceived relevance. The data was collected using a questionnaire survey of 628 participants. The key results of structural equation modeling (SEM) largely supported the current model’s validity and the significant impact
of performance expectancy, interactivity, and information on purchase intentions. This study will hopefully provide several theoretical and practical guidelines on how marketers can effectively plan and implement their ads over social media platforms.