Document Type : Research Paper
Authors
1 Assistant Proffessor, Department of Business Management, Semnan University, Semnan, Iran.
2 Ph.D Candidate, Department of Business Management, Semnan University, Semnan, Iran.
3 Ph.D Candidate, Department of Public Administration, Semnan University, Semnan, Iran.
Abstract
The main issue of the present research is to examine the role of advertising informativeness, social image and creativity in advertising on attitudes toward social media advertising and purchasing intention. This model has been tested in the statistical population of Majid Sport Products Manufacturing Company's Instagram page. Afterwards, 238 users of Majid Company's products that were active on the social network Instagram and were exposed to the company's advertising were surveyed through a questionnaire and using the available sampling method as a statistical sample. The purpose of this study is descriptive and survey research. Data were collected using a 16-item standard questionnaire with 5 Likert options and Structural equations’ modeling was used to analyze research data with Smart-PLS3 software. The results indicate that advertising informativeness, social role and image and creativity have a positive and significant effect on the attitude towards social media advertising. Finally, there was a positive and significant relationship between attitude toward social media advertising and purchase intention. Therefore, the more people's attitude toward internet advertising, the greater their motivation to search for information. In other words, people's attitude is an introduction to people's response to advertising and subsequently their intention to buy.
Keywords
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