Facebook social media advertising to internet purchase model: A conceptual framework
Date of Publication
8-3-2019
Document Type
Master's Thesis
Degree Name
Master of Science in Marketing
Subject Categories
Marketing | Social Media
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Reynaldo A. Bautista
Abstract/Summary
The purpose of this paper is to propose an enhanced model of the current theory on the Social Media Advertising Model (SMAM) by Ahmed and Raziq (2018) with the Theory of Planned Behavior and Internet Purchasing by George (2004) to create the Facebook Social Media Advertising to Internet Purchase Model for the Philippine Travel Industry- ideally bridging the link to a more comprehensive and in depth, and end-to-end interface between customer attitudes and internet purchase (behavior). This research focuses on Facebook as a medium for social media advertising to purchase travel packages and services.
With the main question of this research being, “How does Consumer Attitudes Towards Social Media Advertising (CATSMA) Influence Internet Purchase?”, more specifically, “How can variables such as Infotainment, Invasiveness, Remuneration, Unauthorized User Beliefs, and Integrity Consumer Attitudes Towards Social Media Advertising (CATSMA), and ultimately affect Internet Purchase?” a survey was conducted of 398 respondents ages 25-44 years’ old that have purchased products or services online. Online questionnaires were provided to collect the data and analyzed using structural equation modeling.
The result of this study has indicated that Infotainment, Invasiveness, Integrity and Unauthorized Use Beliefs are considered valid and significant predictors of in influencing Consumer Attitudes Towards Social Media Advertising (CATSMA), which in turn is also considered a significant predictor of Internet Purchase (IP) which can be used by practitioners and the academe. The study on which specific social media is to be used as an intervention on a specific stage of the customer’s buying process and inclusion of more steps in the online customer journey and latent variables in the behavioral frameworks is both a limitation and a recommended direction for future research.
This study aims to have a better end to end pathway created for Facebook social media advertising online to internet purchase of consumers.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG008202
Keywords
Social media; Internet marketing; Internet advertising
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Recommended Citation
Ang-Aidasani, A. T. (2019). Facebook social media advertising to internet purchase model: A conceptual framework. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/7143
Embargo Period
2-25-2025
