Information Verification Motivation and its Influence on Users’ Social Media Advertising Evaluation and Outcome Behaviors

Abstract

Social media has overwhelmingly changed the behavior of users and organizations worldwide. Users use social media platforms for several reasons. One of them is users' product information verification motivation. The effect of product information verification motivation (IVM) on users' attitudes and behaviors in the social media advertising (SMA) context is still unfathomed. The current study investigates the attitudinal and direct influence of users' IVM on their social media ad click response (ACR). Furthermore, the influence of attitude towards SMA and ACR on users' purchase intentions (PI) and online buying behavior (OBB) is investigated. Data was gathered from 200 social media users in Pakistan by using an online survey. Results show that users' IVM attitudinally and directly influence their ACR. Furthermore, users' ACR influences their PI and OBB. Overall, findings highlight the crucial role of IVM, attitude towards SMA, and ACR in influencing users' PI and their OBB.