THE EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING FEATURES IN INFLUENCING CUSTOMERS' PURCHASING INTENTION IN NILAI, MALAYSIA

Abstract

A lot of research has been conducted in the field of marketing, many of which focus on consumers' purchase intentions, especially on social media platforms that have developed rapidly in recent years. Research on consumers' attitudes and understanding of social media advertising features in Malaysia, however, is very limited. The purpose of this study is to determine and test the main features in social media advertising that could predict purchase intention. through quantitative research methods. This study is targeted on the advertisement business of developing countries which brings greater market opportunities via social media platforms. The study proposes an associate integrative theoretical model of research backed by the Unified Theory of Acceptance and Use of Technology (UTAUT2) of Venkatesh. The data was compiled using a sample of 192 participants on the questionnaire. The SPSS end result largely supported the validity of the current model. Furthermore, the results of the analyses indicate that all independent variables (hedonic motivation, informativeness, interactivity, and perceived relevance) in this study have a significant influence on the dependent variables (customers' purchasing intention). This report would provide a range of theoretical and Managerial recommendations for how advertisers should prepare and execute their advertising successfully over social media channels.