The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour

Abstract

This study examines the ads on social media and word of mouth marketing lead to ad clicks. Motivation, congruity, attitudes to ad on social media and word of mouth marketing lead to ad clicks, which respectively affect purchase intention in research model. The study aims to develop an understanding of how ad clicks affect to purchase intention on social media. Findings of the study presents the importance of consumer behaviour to use of social media and to purchase intention among Turkish consumers. Consequently, in the study all variables are positively related to each other. These results suggest that marketers need to take into account and manage actively social media and specifically their social network sites.

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

“…Furthermore, the current study found that ACR has a positive influence on both PI and OBB. This finding is in line with Chen et al (2021), Erdem et al (2017), Mir (2018),Mir, Haider, andSharjeel (2021). These studies identified that once users click social media ads, it influences both their intentions and actual online purchasing behavior.…”

“…Another significant finding is that IVM has a direct influence on users' ACR. It is consistent with Erdem et al (2017) and Mir (2018). These studies found a direct association between users' social media usage motivations and their ACR.…”

“…Furthermore, some prior studies (e.g. Arora&Agarwal, 2020; Chen et al, 2021;Erdem et al, 2017;Mukherjee& Banerjee, 2017) have identified that attitude towards SMA has a positive influence on PI. PI indicates a person's willingness to execute a behavior (Ajzen, 1991).…”

“…Few studies (e.g. Chen et al, 2021;Erdem et al, 2017) identified that ACR leads to users' intentions to buy the advertised product. The current study proposes that ACR has positive influence on PI (See Figure1).…”

“…Twitter and Facebook) when users respond to the SMA by clicking on social media ads (Stoke, 2011).Advertisers make sales when users click on SNS ads which redirect them to the advertisers' websites (Mir, 2014). Users' ACR can either affect their PI (Erdem, Durmus, &Ozdemir, 2017) or lead to OBB (Mir, 2018). Thus, the current study aims at examining the attitudinal and direct influence of IVM on users' ACR.…”