Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention
Instagram is one of the many social media platforms today equipped with its own internal online stores. As the number of Instagram users rises, businesses are advised to use eminent marketing tools and effectively engage with customers on the platform. Creating a strong brand image in consumers’ min...
Published in: | SEARCH Journal of Media and Communication Research |
---|---|
Main Author: | |
Format: | Article |
Language: | English |
Published: |
Taylor's University Lakeside Campus
2024
|
Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85204738597&doi=10.58946%2fsearch-SpecialIssue.ICOMS2023.P3&partnerID=40&md5=d7b4e32b3ef86ca775acf363c29d9d70 |
id |
2-s2.0-85204738597 |
---|---|
spelling |
2-s2.0-85204738597 Ambran N.S.; Zainodin W.H.W.; Hanif U‘A.M. Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention 2024 SEARCH Journal of Media and Communication Research 2024 Special Issue 10.58946/search-SpecialIssue.ICOMS2023.P3 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85204738597&doi=10.58946%2fsearch-SpecialIssue.ICOMS2023.P3&partnerID=40&md5=d7b4e32b3ef86ca775acf363c29d9d70 Instagram is one of the many social media platforms today equipped with its own internal online stores. As the number of Instagram users rises, businesses are advised to use eminent marketing tools and effectively engage with customers on the platform. Creating a strong brand image in consumers’ minds should be one of the main objectives of advertising. To be able to catch the attention of consumers, advertising appeal may be achieved through innovation and advertising creativity. This study examines the role of advertising appeal of social media marketing on consumer attention and purchase intention. Employing the qualitative thematic data analysis, six informants were intensively interviewed. All data was transcribed and analysed using the NVivo 12 software. The results indicate that advertising appeals effectively capture customer attention and stimulate their needs, wants, and interests in purchasing a product or service. Additionally, these appeals facilitate clear communication of messages that customers can easily understand and respond to, thereby influencing consumer purchase intentions. The implications underscore the crucial role of advertising appeal in social media marketing and promotion, highlighting its impact on consumer behaviour and purchase decisions. © SEARCH Journal 2024. Taylor's University Lakeside Campus 26727080 English Article |
author |
Ambran N.S.; Zainodin W.H.W.; Hanif U‘A.M. |
spellingShingle |
Ambran N.S.; Zainodin W.H.W.; Hanif U‘A.M. Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention |
author_facet |
Ambran N.S.; Zainodin W.H.W.; Hanif U‘A.M. |
author_sort |
Ambran N.S.; Zainodin W.H.W.; Hanif U‘A.M. |
title |
Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention |
title_short |
Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention |
title_full |
Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention |
title_fullStr |
Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention |
title_full_unstemmed |
Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention |
title_sort |
Harnessing advertising appeal in social media: Boosting consumer attention and purchase intention |
publishDate |
2024 |
container_title |
SEARCH Journal of Media and Communication Research |
container_volume |
2024 |
container_issue |
Special Issue |
doi_str_mv |
10.58946/search-SpecialIssue.ICOMS2023.P3 |
url |
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85204738597&doi=10.58946%2fsearch-SpecialIssue.ICOMS2023.P3&partnerID=40&md5=d7b4e32b3ef86ca775acf363c29d9d70 |
description |
Instagram is one of the many social media platforms today equipped with its own internal online stores. As the number of Instagram users rises, businesses are advised to use eminent marketing tools and effectively engage with customers on the platform. Creating a strong brand image in consumers’ minds should be one of the main objectives of advertising. To be able to catch the attention of consumers, advertising appeal may be achieved through innovation and advertising creativity. This study examines the role of advertising appeal of social media marketing on consumer attention and purchase intention. Employing the qualitative thematic data analysis, six informants were intensively interviewed. All data was transcribed and analysed using the NVivo 12 software. The results indicate that advertising appeals effectively capture customer attention and stimulate their needs, wants, and interests in purchasing a product or service. Additionally, these appeals facilitate clear communication of messages that customers can easily understand and respond to, thereby influencing consumer purchase intentions. The implications underscore the crucial role of advertising appeal in social media marketing and promotion, highlighting its impact on consumer behaviour and purchase decisions. © SEARCH Journal 2024. |
publisher |
Taylor's University Lakeside Campus |
issn |
26727080 |
language |
English |
format |
Article |
accesstype |
|
record_format |
scopus |
collection |
Scopus |
_version_ |
1812871795508772864 |