The Impact of Advertising Credibility on Purchase Intentions: An Empirical Study among Iraqi Facebook Users

Abstract

With the acceleration of the wave of technological developments, the advertising industry started to abandon its traditional tools adopted in addressing customers. The advertising landscape through social media networks has become the most visible way to communicate and interact with customers. However, the advertising messages launched by marketers on these networks do not receive an adequate response from the target customers. The credibility of the information provided by advertisements on social media networks platforms is still questionable by many customers. Which may reduce the effectiveness of these advertisements and undermine the efforts of marketers to generate sufficient conviction among customers to buy. Therefore, this study seeks to test the impact of advertising credibility on purchase intentions among Iraqi Facebook users. In order to achieve this goal, adopted a quantitative approach by surveying a sample of 487 respondents. The results showed that advertising credibility had a moderately positive effect on purchase intentions. The study recommended that marketers should be keen to provide realistic and honest information about marketing offers in their advertising messages.

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