The impact of Social Media Advertising on Attitude towards Social Media Advertising and Product Purchase Intention
Keywords:Social Media Advertising, Attitude toward Social Media Advertising, Purchase Intention
This paper researched the impact of factors related to Social Media Advertising on Attitude towards Social Media Advertising and Purchase Intention. Data was collected by online form, the sample size is 235. Amos 20.0 was used to analyze the relations among factors in the Structural Equation Model. Eight of thirteen hypothesizes are accepted. This research shows a positive relation between Attitude towards Social Media Advertising and Purchase Intention. Irritation had a negative effect on Attitude towards Social Media Advertising. This study also found the positive relation of some variance couples such as Information and Attitude, Entertainment and Attitude, Credibility and Attitude, Social role and Attitude, Entertainment and Purchase Intention, Interaction and Purchase Intention.
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