Archive
The Impact of Social Media Advertisements on Consumer Purchase Intention in the Higher Education Sector
Authors
Raad N. A. Al-Rawashdeh
Abstract
Since the emergence of social media advertising, the majority
of businesses have introduced their brands, products, and services on
social media platforms. This study attempted to investigate the impact of
social media advertisements on consumer purchase intention in the case
of Jordanian university students. A descriptive-analytic approach was
employed to address the study's problems and objectives. A set of (600)
self-administered questionnaires were distributed to the study's sample,
consisting students of three government universities in Jordan; one in the
north of Jordan, one in the middle of Jordan, and one in the south of
Jordan. Statistical program SPSS was used to examine the study's
hypotheses. Results of the study revealed a positive statistical significance
in regards to the study's sub-variables (SM Trust including EWOM,
Interactivity, and Entertainment) influence on consumer purchase
intention in students of Jordanian universities at a significant level of (a
= 0.05).
Keywords
Purchase Intention; Social Media Advertising; Electronic Word of Mouth.
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