{"title":"The impact of Social Media Advertising on Attitude towards Social Media Advertising and Product Purchase Intention","authors":"P. Nguyen, Dan Nguyen, T. Vo","doi":"10.24203/ajbm.v10i2.6936","DOIUrl":null,"url":null,"abstract":"This paper researched the impact of factors related to Social Media Advertising on Attitude towards Social Media Advertising and Purchase Intention. Data was collected by online form, the sample size is 235. Amos 20.0 was used to analyze the relations among factors in the Structural Equation Model. Eight of thirteen hypothesizes are accepted. This research shows a positive relation between Attitude towards Social Media Advertising and Purchase Intention. Irritation had a negative effect on Attitude towards Social Media Advertising. This study also found the positive relation of some variance couples such as Information and Attitude, Entertainment and Attitude, Credibility and Attitude, Social role and Attitude, Entertainment and Purchase Intention, Interaction and Purchase Intention.","PeriodicalId":37487,"journal":{"name":"South Asian Journal of Business and Management Cases","volume":"15 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"South Asian Journal of Business and Management Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24203/ajbm.v10i2.6936","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 0
Abstract
This paper researched the impact of factors related to Social Media Advertising on Attitude towards Social Media Advertising and Purchase Intention. Data was collected by online form, the sample size is 235. Amos 20.0 was used to analyze the relations among factors in the Structural Equation Model. Eight of thirteen hypothesizes are accepted. This research shows a positive relation between Attitude towards Social Media Advertising and Purchase Intention. Irritation had a negative effect on Attitude towards Social Media Advertising. This study also found the positive relation of some variance couples such as Information and Attitude, Entertainment and Attitude, Credibility and Attitude, Social role and Attitude, Entertainment and Purchase Intention, Interaction and Purchase Intention.
期刊介绍：
South Asian Journal of Business and Management Cases (SAJBMC) is a peer-reviewed, tri-annual journal of Birla Institute of Management Technology, Greater Noida (India). The journal aims to provide a space for high-quality original research or analytical cases, evidence-based case studies, comparative studies on industry sectors, products, and practical applications of management concepts. The journal likes to publish problem-solving, decisional and applied types of cases. Such cases must have linkage with theory, at least one dilemma (also known as case issue) and a protagonist around whom the case issue will revolve. Publication of pure research, applied research and field studies with empirical data do not fall under the domain of SAJBMC. Fictitious cases are not welcome.
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