Social Media Advertising: A Dimensional Change Creator in Consumer Purchase Intention

Social Media Advertising: A Dimensional Change Creator in Consumer Purchase Intention

N. S. Bharathi, Deep Jyoti Gurung
DOI: 10.4018/979-8-3693-1762-4.ch008
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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.
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1. Introduction

Social media is no longer a simple platform that connects people and was created to cut down communication barriers. social media slowly grew as a fun-creating, messaging, and information-sharing platform. Social media platforms did bring up new challenges for people, with regards to sustainability it may be Facebook, Twitter, Instagram, YouTube, LinkedIn, Reddit, Snapchat, and so on. Digital marketing gradually incorporated social media as a platform for using it to personally reach people with advertisements. These sites now serve as revenue-generating tools for both users and developers. The rise of a new class of powerful and sophisticated customers who are challenging to influence, persuade, and keep is proof that social media have altered the power dynamics in the marketplace. Social media is used as a platform to search and find information about a product or brand.

There are numerous methods to use social media as a marketing tool. They are inexpensive but priceless sources of “live” client feedback that help businesses hone their marketing strategies and frequently avert disasters. Social media platforms can be used as public relations and marketing tools, as well as customer influencers and tools that let customers personalize their online shopping experiences. Last but not least, social media presents a wide range of opportunities for businesses as a platform for leveraging the intelligence and creativity of the general public. Social media can be used to encourage consumer engagement with brands through participation in the creation and innovation of new products. To address the emerging realities in the customer-dominated marketplace, a strategic reorientation and frequently drastic shift of company and management attitudes is required. The impact of the Internet and, in particular, the Social Media movement on the market and consumer behaviour should be understood by marketers. It is also crucial to recognize and comprehend the function of social media as a marketing tool and a component of the overall marketing strategy.

Consumer plays the most pivotal role in the success story of any platform and business. Majority of the Consumers have received social media advertising with a positive attitude. However, there are threats of authenticity and privacy concerns. These are further taken into consideration to overcome. A recent study on social media usage found that the average global user has accounts on 8.4 different social platforms and spends 2 hours and 25 minutes per day on social media. Social media advertising is becoming a competitive strategy setter as the large number of influencers are coming up with new ideas, and innovations to attract customers. The challenge of creating successful social media advertising is becoming harder day by day.

1.1 Objectives

  • The chapter discusses the importance of social media platforms, especially Instagram and YouTube, in advertising to influence the consumer purchase intention of Generation Z.

  • This chapter also covers several social media advertising characteristics that have a favorable effect on customer purchase intention, including emotional appeal, interactivity, credibility, creativity, time, trust, privacy, and so forth. Electronic word-of-mouth did play a significant part in raising consumer knowledge of products, but it first raised awareness of various social media platforms.

  • The chapter also covers what steps should be taken to sustain consumer trust and how to retain consumer connections.

  • The elements of social media that affect consumer intention are the main topic of this chapter. Intention is measured using a variety of psychological variables; in this case, we concentrate on attitude, emotions, reviews, and content production on social media.

Key Terms in this Chapter

Generation Z: Generation Z are cohorts aged between 18-24 years and there is considerable diversity within the generation, and not all individuals share the same characteristics.

Social media: Digital platforms and online services that let users create, share, and engage with content as well as establish online connections with other people are referred to as social media. These platforms are intended to promote social interactions as well as the sharing of knowledge, concepts, and media content. Social media, which consists of a variety of websites and applications with different functions, has emerged as a significant component of contemporary communication.

Social Media Advertising: The use of social media platforms to market goods, services, brands, or messages to a specific audience is known as social media advertising. In order to connect and interact with potential consumers, it incorporates paid promotional content that is posted on social media networks. Depending on the platform and the particular marketing goals, social media advertising can take many different shapes and employ different tactics.

YouTube: YouTube means Users can publish, view, and share videos on the well-known social networking website and video-sharing platform. Having been founded in February of 2005, it is currently among the most popular websites on the internet.

Consumer Purchase Intention: The possibility or willingness of a customer to acquire a good or service in the future is referred to as their consumer purchase intention. Given that it sheds light on the thinking and level of purchase readiness of potential customers, it is a crucial idea in marketing and consumer behaviour. Purchase intention among consumers can be influenced by a number of factors, thus firms and marketers should take these into account when creating their marketing plans.

Web 2.0: Web 2.0 is the term for the second generation of the World Wide Web, which is distinguished by changes in the architecture and functionality of websites and web apps. Compared to the static and one-way communication of the early online (also known as online 1.0), it reflects a more interactive, collaborative, and user-centered approach to the internet. The introduction of various important concepts and features by Web 2.0 helped to shape the current state of the internet.

Instagram: Instagram is a well-known photo and video-sharing social networking site and smartphone application. Since its October 2010 introduction, it has grown to rank among the most popular social networking sites worldwide. Instagram users can interact with other users by leaving comments, liking posts, and sending private messages in addition to uploading, editing, and sharing images and videos.

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