The Impact of Social Media Advertising on Consumer Purchase Intention

The Impact of Social Media Advertising on Consumer Purchase Intention

Nisankam Sri Pravalika, Dr.S.F. Chandra Sekhar, Siva Sivani Institute of Management, Hyderabad, pravalika2023@ssim.ac.in , chandra@ssim.ac.in

Abstract
Social media marketing has a major role to play in shaping consumer behaviour by affecting their interaction, attitude, and purchase intention. Consumers react to social media ads by responding to various factors like advertisement appeal, credibility, response rate, and exposure frequency. Studies have been cantered on the effect of targeted advertising on consumer interaction and brand recall. From there, the current study will probe the impact of social media promotions on consumer consumption behaviour by scrutinizing influential aspects. The responses were gathered through an online questionnaire from 153 respondents. Influential factors such as ad appeal, credibility, engagement, and frequency of exposure were identified based on exploratory factor analysis (EFA). Confirmatory factor analysis (CFA) equally validated the scale, confirming that the scale's usefulness in expressing the effect of social media ad on consumer decisions. The outcomes of the research contribute to online marketing research based on earlier literature by giving online marketers a theoretical framework upon which they can devise better strategies for their ads. Negotiations and implications highlight the value of interactive, graphic, and personalized advertisements in influencing consumer actions and encouraging people to make an online purchase.