The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Nofal, Reema; Aljuhmani, Hasan Yousef

doi:10.5267/j.ijdns.2020.2.003

Cited by 12 publications

(8 citation statements)

References 109 publications

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“…It was also the part of this study to test whether brand image moderates the relationship between social advertising and the buying behavior of Muslim consumers toward the fashion clothing brands. However, this study is in line with Nofal et al (2020), who examined the impacts of social networking advertising on the consumer’s purchase decision along with the moderating role of brand awareness in Cyprus. This study is inline in the context of the theoretical framework.…”

Section: Discussionsupporting

confidence: 57%

“…Enehasse and Sağlam (2020) have examined the impacts of digital media advertising on Turkish consumers’ behavioral intentions along with the moderating role of brand trust. Nofal et al (2020) have evaluated the impacts of social networking advertising on the Cyprus and Turkish consumer’s purchase decision along with the mediating role of brand awareness based on the theory of planned behavior. However, prior studies have less focused to evaluate the impacts of social advertising, the brand image on Muslim consumers buying behavior toward the fashion clothing brands along the moderating role of the brand image during the Holy Month of Ramadan, specifically, in this part of the world.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…The proliferation of social media has immensely changed the style of businesses, created new challenges and opportunities for companies and brands and forced to apply new marketing strategies to engage customers and connect with peers (Dwivedi et al , 2021; Ismail, 2017; Vendemia, 2017; Kaur et al , 2018). It has altered the contemporary marketing approaches to catch the attention of consumers toward brands (Nofal et al , 2020; Ismail, 2017; Dehghani and Tumer, 2015) and become a powerful advertising platform around the world (Sama, 2019). Due to its wide fame, many advertisers, companies and brands have revised their marketing strategies to reap maximum benefits, product articulation, direct customers engagement (Dwivedi et al , 2021; Shang et al , 2017; Ananda et al , 2019; Yazdanparast, 2016; Cawsey and Rowley, 2016) and introduced the concept of social advertising.…”

Section: Introductionmentioning

confidence: 99%

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Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image

Rehman

Zeb

2022

JIMA

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Purpose This study aims to examine the impact of social advertising (informative, entertainment, credibility, ease of use, privacy and contents) on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan along with the moderating role of brand image. Precisely, it focuses on the marketing techniques and strategies in social advertising to enhance buying behavior. Design/methodology/approach Using the convenience sampling technique, data was collected from 304 Muslim consumers during the Holy Month of Ramadan. Questionnaires were self-administered, and data was analyzed via Smart partial least square structural equation modeling. Findings Social advertising (informative, entertainment, credibility, privacy, ease of use, contents) and brand image have a positive relationship with the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan, while the brand image has nonmoderating effects. Furthermore, social advertising has a positive and significant relationship with the brand image. Research limitations/implications This study is only limited to fashion clothing brands in the Malaysian Muslim community and is based only on the few dimensions of the theory of reasoned action and technology acceptance model (TAM). Practical implications Results clarified the impact of social advertising and brand image on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan and the moderating role of brand image in achieving the business objectives. Originality/value This study has evaluated the effects of social advertising and brand image in enhancing the buying behavior of Muslim consumers during the Holy Month of Ramadan toward the fashion clothing brands along with the moderating role of brand image based on the theory of reasoned action and TAM model. Precisely, this study examined the unique characteristics of social advertising and the relative importance of informative, entertainment, credibility, ease of use, privacy and content in enhancing the buying behavior of Muslim consumers during the Holy Month of Ramadan, where consumers are emotionally involved in buying fashion clothing brands due to Eid al Fitr celebration.

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Section: Discussionsupporting

confidence: 57%

Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image

Rehman

Zeb

2022

JIMA

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“…As presented in the literature review, the mediating role of brand awareness has been studied in different factors influencing purchase intention, such as via YouTube ads (Febriyantoro 2020), social networking site advertising (Nofal et al 2020), social media marketing (Kosakarika 2020), ad informativeness and ad persuasiveness (Tan et al 2021). (Our research is among the first to analyze the mediating role of brand awareness in the relationship between influencer credibility and purchasing intention, constituting a new contribution to science.…”

Section: Discussionmentioning

confidence: 99%

Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

Sesar

Martinčević

Boguszewicz-Kreft

2022

JRFM

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Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many customers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the relationship between influencer credibility and purchase intention. The questionnaire was designed and data were collected from 364 respondents using the convenience sampling method on the student population from one Croatian university. Regression analysis was performed to test the set hypothesis in SPSS using the PROCESS approach and independent sample t-test. The findings show: (1) displayed advertising status increases influencers’ credibility, and (2) this relationship is not moderated by influencer type. Moreover, (3) influencer credibility has a positive and significant relationship with purchase intention, and (4) this relationship is mediated through brand awareness. Research results indicate the importance of advertising disclosure and influencer credibility in influencer marketing, since brand awareness created through influencers’ credibility increased by displayed advertising disclosure significantly affects purchase intention of participants.

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“…In the success of marketing, the role of advertising becomes crucial because the main purpose of advertising itself is to change and influence consumer attitudes and behavior toward a product (Haase et al, 2020;Giao and Vuong, 2020). Therefore, using celebrities as endorsers in an advertisement will be useful to attract consumers' attention and increase brand awareness so that the brand will be more easily recognized by many potential consumers (Nofal et al, 2020). This celebrity endorsement phenomenon has increased over the past decade, and this is due to the emergence of very tight competition between various brands, so they must take quick steps by using creative strategies in order to survive and try to win the market through marketing techniques.…”

Section: Introductionmentioning

confidence: 99%

The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory

Sumaji,

Kaihatu,

Sutanto

et al. 2024

JAM

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An advertisement must pay attention to the concepts and strategies in advertising because the use of this endorser can be a double-edged knife for the brand. In the vampire effect phenomenon, celebrity endorsers can potentially overshadow the brand so that the audience focuses only on the celebrity, not the brand. Specifically, the phenomenon of a brand that the celebrity endorser overshadows is called high eclipsing an endorsement, and vice versa for the phenomenon of low eclipsing. This research was conducted to develop a framework that discusses the eclipsing phenomenon in celebrity endorsement in the context of stimulus-organism-response (SOR) theory. The participants in this study were undergraduate students in a department at a well-known university in Surabaya. The characteristics of the Participants are domiciled in Surabaya and are between 18-24 years old. Through this study, we can find out how consumers' emotional response is formed when faced with high- and low-eclipsing advertisement stimuli. In addition, this study will also discuss how the differences in purchase intentions are formed from these two different eclipsing endorsement stimuli. The research indicates a significant positive effect between exposure to advertising content featuring both high-eclipsing (HE) and low-eclipsing (LE) celebrity endorsements and emotional response (EM). It implies that leveraging celebrities in advertisements, regardless of their eclipsing status, can evoke a heightened emotional response from the audience. The study suggests a noteworthy association between exposure to advertising content containing celebrity endorsements (CE) and increased purchase intention (PI). Consumers are more likely to desire to purchase a product or service when it is endorsed by a celebrity, indicating the potential effectiveness of this marketing strategy.

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The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Cited by 12 publications

References 109 publications

Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image

Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image

Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory

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