• Login
    View Item 
    •   Repository
    • Open Access Articles
    • Open Access Journals
    • Social Sciences & Humanities
    • View Item
    •   Repository
    • Open Access Articles
    • Open Access Journals
    • Social Sciences & Humanities
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    A Qualitative Study on the Outcomes of Social Media Advertising

    Thumbnail
    View/Open
    Full Text (366.6Kb)
    Date
    2018-06-29
    Author
    Islam, Shariful
    Mahmood, Mohammad Iqbal
    Metadata
    Show full item record
    Abstract
    In this modern digitalized world, almost everyone is attached with internet. So there is an opportunity for the advertisers to use the social apps/internet for the purpose of advertising. This study was conducted to check the impact of social media advertising on customers’ purchase intention while considering the customers’ motivation and customers’ perception as mediating variables. This is a qualitative study based on the interpretivism philosophy which is conducted on university students in China. The population for this research was the entire students of the university and the data were collected through interviews from 10 respondents. The respondents were the students of different departments of the university owning the smart phones and using Facebook and Instagram. Framework analysis approach was used to see the common responses of students regarding outcomes of social media advertising. The results have indicated that advertising on social media increases customers’ motivation and improves perception of the company for viewers which ultimately enhances customers’ purchase intention.
    URI
    http://www.scirp.org/journal/ajc
    http://hdl.handle.net/123456789/1965
    Collections
    • Social Sciences & Humanities [90]

    University of Embu©
    Contact Us |
    Designed by 
    Atmire NV
     

     

    Browse

    All of RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    University of Embu©
    Contact Us |
    Designed by 
    Atmire NV