Consumer Behaviour: Consumers' Attitude Toward Social Media Advertising and Purchase Intentions

This book explores the intricate relationship between consumers' attitudes toward social media advertising and their subsequent purchase intentions. It presents a comprehensive study based on the Technology Acceptance Model (TAM) and uses advanced methodologies such as Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to analyze consumer behavior in the digital age. Divided into five chapters, the book covers concepts in consumer behavior, the evolution of social media advertising, research findings, and the theoretical framework behind consumer attitudes. Additionally, it highlights the impact of demographic factors and the mediation of eWOM behaviors and website visits on purchase intentions, providing valuable insights for marketers, researchers, and businesses seeking to leverage social media advertising.