Social media advertising: A dimensional change creator in consumer purchase intention

Title

Social media advertising: A dimensional change creator in consumer purchase intention

Creator

Bharathi N.S.; Gurung D.J.

Description

The chapter discusses the importance of social media platforms, especially Instagram and YouTube, in advertising for influencing the consumer purchase intention of Generation Z. Various methods of business expansion through social media advertising have been explored. The authors examine in detail several key characteristics of social media advertising that affect consumer purchase intentions, including emotional appeal, interactivity, trust, creativity, and the role of e-word of mouth. The impact of Web 2.0 technologies on the development and effectiveness of social media advertising is emphasized, highlighting the close relationship between the Web 2.0 systems to enable the delivery of advertisements based on usage and preferences to accurately target, increasing the efficiency and effectiveness of advertising campaigns mobile, Web 2.0. Implicit communication, mobile-related advertising, and mobile-specific content have become important parts of social media advertising. Researchers from various fields have drawn on rapidly evolving social media platforms, each with its own unique perspective. 2024, IGI Global. All rights reserved.

Source

Digital Technologies, Ethics, and Decentralization in the Digital Era, pp. 147-166.

Date

2024-01-01

Publisher

IGI Global

Coverage

Bharathi N.S., Christ University, India; Gurung D.J., Christ University, India

Rights

Restricted Access

Relation

ISBN: 979-836931763-1; 979-836931762-4

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-1762-4.ch008

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