Exploring Consumers’ Purchase Intention to Social Media Advertising: The Role of Advertising Clicks

Chen, Chien-Wen; Liu, Wen-Shin; Chen, Wen-Kuo; Hsu, Pi-Ying; Tang, Ya-Ting

doi:10.1145/3450148.3450174

Cited by 4 publications

(6 citation statements)

References 26 publications

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“…The finding supported the previous study regarding design elements, ideas, and layout of the ad was strongly significant on consumer emotion and behavior (Ahmed, 2020;Haase et al, 2018;Jiang, 2019;Shaouf et al, 2016). Moreover, the result supports the finding that entertainment advertising will form consumer attitudes toward ads (Arora & Agarwal, 2020;C.-W. Chen et al, 2021;Lee et al, 2016).…”

Section: Discussionsupporting

confidence: 88%

“…Regarding the role of typography in an ad, the informativeness of the advertising content is an essential factor in increasing consumer perception. This led to consumer attitudes toward the ad being posted (Arora & Agarwal, 2020;C.-W. Chen et al, 2021;Lee et al, 2016). In practical conditions, social media exploration by users is high-speed.…”

Section: Discussionmentioning

confidence: 99%

“…An intensive study related to the relationship between consumer attitudes on consumer purchase intention has been conducted by previous studies and found a significant relationship between these constructs (Arora & Agarwal, 2020;C.-W. Chen et al, 2021;Punjani & Kumar, 2021). Nizam et al (2018) examined the implications of online advertising on consumer attitudes and their impact on actual behavior has been carried out in emerging markets.…”

Section: Consumer Attitudes On Behavior Responsementioning

confidence: 99%

“…However, although the previous study found that creating attractive advertising is crucial for consumer emotion, the discussion on advertising design effectiveness is unclear (Wu et al, 2016). Itis because the previous studies tend to focus on examining how the value of advertising in social media, such as informativeness, credibility, and entertainment, affects consumer evaluations of the ads (Arora & Agarwal, 2020;C.-W. Chen et al, 2021;Latif & Calicioglu, 2020;Lee et al, 2016). Rarely have there been studies examining the most critical visual elements in advertising (such as color, design, and typography) that highly influence consumers' evaluations of advertisements on social media and have implications for their purchase behavior.…”

Section: Introductionmentioning

confidence: 99%

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Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

Ramdani,

Belgiawan

2023

CMR

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Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers.

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Section: Discussionsupporting

confidence: 88%

Section: Discussionmentioning

confidence: 99%

Section: Consumer Attitudes On Behavior Responsementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

Ramdani,

Belgiawan

2023

CMR

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“…Message formulation to persuade customers and encourage purchase behaviors has been noted as a persistent challenge in multichannel marketing (C.-W. Chen, Liu, Chen, Hsu, & Tang, 2021;Sinisalo, Salo, Karjaluoto, & Leppäniemi, 2007). To this end, persuasive technologies can be of assistance.…”

Section: Introductionmentioning

confidence: 99%

Which Message? Which Channel? Which Customer? - Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising

Marzouk

Salminen

Zhang

et al. 2021

Data and Information Management

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Formulating short-form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing. Drawing on the persuasive systems design (PSD) model, we experimented with 33,848 actual customers of an international telecom company. In a real-life setting, we compared the effectiveness of three persuasion strategies (rational, emotional, and social) tested in three marketing channels (short message service (SMS), social media advertising, and mobile application), evaluating their effect on influencing customers to purchase international mobile phone credits. Results suggest that companies should send rational messages when using short-form advertising messages regardless of the channel to achieve higher response rates. Findings further show that certain customer characteristics are predictive of positive responses and differ by channel but not by message type. Findings from crowdsourced evaluations also indicate that people noticeably disagree on what persuasive strategy was applied to these short messages, indicating that consumers are not well-equipped to identify persuasive strategies or that what advertisers see as a “pure” strategy actually involves elements from multiple strategies as interpreted by consumers. The results have implications for the theoretical understanding of persuasive short-form commercial messaging in multichannel marketing and practical insights for advertising within a limited amount of space and attention afforded by many digital channels.

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Which message? Which channel? Which customer? Exploring response rates in multi-channel marketing using short-form advertising

Marzouk

Salminen

Zhang

et al. 2022

Data and Information Management

View full text Add to dashboard Cite

Exploring Consumers’ Purchase Intention to Social Media Advertising: The Role of Advertising Clicks

Cited by 4 publications

References 26 publications

Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

Which Message? Which Channel? Which Customer? - Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising

Which message? Which channel? Which customer? Exploring response rates in multi-channel marketing using short-form advertising

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