Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Social media advertising: A dimensional change creator in consumer purchase intention Description An account of the resource 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. Creator An entity primarily responsible for making the resource Bharathi N.S.; Gurung D.J. Source A related resource from which the described resource is derived Digital Technologies, Ethics, and Decentralization in the Digital Era, pp. 147-166. Publisher An entity responsible for making the resource available IGI Global Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-1762-4.ch008" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-1762-4.ch008</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189219253&amp;doi=10.4018%2F979-8-3693-1762-4.ch008&amp;partnerID=40&amp;md5=414f67f9848a9ac84cb1ca1c90716ce8" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189219253&amp;doi=10.4018%2f979-8-3693-1762-4.ch008&amp;partnerID=40&amp;md5=414f67f9848a9ac84cb1ca1c90716ce8</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-836931763-1; 979-836931762-4 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Bharathi N.S., Christ University, India; Gurung D.J., Christ University, India