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.

This book delves into the effects of social media advertising on consumer behavior, particularly focusing on the formation of consumer attitudes and their influence on purchase intentions. Using the Technology Acceptance Model (TAM) as a foundation, the study examines how various factors shape attitudes toward social media ads, and how these attitudes influence eWOM behaviors, website visits, and purchasing decisions. With the help of CFA and SEM, the research explores interrelationships among these variables and considers the moderating effects of demographic factors such as gender, age, and income. This work provides valuable insights for businesses seeking to optimize their social media marketing strategies and better understand the digital consumer landscape.

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