Investigating the impact of social media advertising features on customer purchase intention

作者：

Highlights：

• Social media is used as a platform for marketing and advertising activities.

• Firms always find a challenge to design social media ads to attract customers.

• This study aims to test social media ads factors affecting purchase intention.

• The conceptual model was proposed based on the UTAUT2 and other factors.

• The UTAUT2 factors, interactivity, informativeness, and relevance are supported.

摘要

•Social media is used as a platform for marketing and advertising activities.•Firms always find a challenge to design social media ads to attract customers.•This study aims to test social media ads factors affecting purchase intention.•The conceptual model was proposed based on the UTAUT2 and other factors.•The UTAUT2 factors, interactivity, informativeness, and relevance are supported.

论文关键词：Social media,Marketing,Advertising,Customers,Purchase intention

论文评审过程：Received 17 April 2018, Revised 1 June 2018, Accepted 5 June 2018, Available online 20 June 2018, Version of Record 20 June 2018.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2018.06.001