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Advertising and Decision-making on Social Media

Name: Advertising and Decision-making on Social Media
Brand: LAP LAMBERT Academic Publishing
SKU: 9786203411423
Price: 18804 HUF
Availability: InStock

Szerző: Iveren Carmella Bulya

Nyelv:

Kötés: Puha kötésű

Kiadó: LAP LAMBERT Academic Publishing

Elérhetőség: Beszállítói készleten

Küldés 5-8 napon belül

18 804 Ft

Social networks like Instagram are used more and more by advertisers to publicize products. Social m...

Információk a könyvről

Szerző

Iveren Carmella Bulya

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2021

oldal

EAN

9786203411423

ISBN

6203411426

Enbook ID

36720224

Kiadó

LAP LAMBERT Academic Publishing

Súly

155

Méretek

150 x 220 x 6

Teljes leírás

Social networks like Instagram are used more and more by advertisers to publicize products. Social media's dominant position in customers ' lives has driven advertisers to ramp up their displays based on the network. The study explores the effectiveness of brands' social media advertising on consumer purchasing decision-making in human hair with the mediating effect of consumer engagement in Nigeria. This research considers informativeness, interactivity, performance expectancy, and perceived relevance as variables used in describing and representing social media advertising and its influence on consumer purchasing as mediated by consumer engagement. The study utilizes the theoretical context and the theory of social exchange to analyze social media ads and integrate the idea of customer engagement with purchase intention. Quantitative methodology is followed in this study to meet research objectives. Two hundred sixty-two questionnaires were collected from Instagram users in Nigerians in this study, and data were analyzed using Statistical Package for Social Science (SPSS). The result of this study confirms the significant impact of social media advertising on consumer purchasing.