مقاله انگلیسی رایگان در مورد تأثیرات ویژگی های تبلیغاتی رسانه های اجتماعی بر روی قصد خرید مشتری – الزویر ۲۰۱۸

مقاله انگلیسی رایگان در مورد تأثیرات ویژگی های تبلیغاتی رسانه های اجتماعی بر روی قصد خرید مشتری – الزویر ۲۰۱۸

 

مشخصات مقاله
ترجمه عنوان مقاله بررسی تأثیرات ویژگی های تبلیغاتی رسانه های اجتماعی بر روی قصد خرید مشتری
عنوان انگلیسی مقاله Investigating the impact of social media advertising features on customer purchase intention
انتشار مقاله سال ۲۰۱۸
تعداد صفحات مقاله انگلیسی ۱۳ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) Scopus – Master Journal List – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۵٫۵۷۹ در سال ۲۰۱۷
شاخص H_index ۸۲ در سال ۲۰۱۹
شاخص SJR ۱٫۳۷۳ در سال ۲۰۱۷
شناسه ISSN ۰۲۶۸-۴۰۱۲
شاخص Quartile (چارک) Q1 در سال ۲۰۱۷
رشته های مرتبط مدیریت، مهندسی فناوری اطلاعات
گرایش های مرتبط مدیریت فناوری اطلاعات، بازاریابی، اینترنت و شبکه های گسترده
نوع ارائه مقاله
ژورنال
مجله  مجله بین المللی مدیریت اطلاعات – International Journal of Information Management
دانشگاه  Al-Balqa Applied University, Amman College of Banking and Financial Sciences, Amman, Salt 19117, Jordan
کلمات کلیدی رسانه های اجتماعی، بازاریابی، تبلیغات، مشتریان، قصد خرید
کلمات کلیدی انگلیسی Social media، Marketing، Advertising، Customers، Purchase intention
شناسه دیجیتال – doi
https://doi.org/10.1016/j.ijinfomgt.2018.06.001
کد محصول  E10947
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:
Abstract

۱- Introduction

۲- Theoretical foundation

۳- Methodology

۴- Results

۵- Discussion

۶- Conclusions

References

بخشی از متن مقاله:

Abstract

Social media is being increasingly used as a platform to conduct marketing and advertising activities. Organizations have spent a lot of time, money, and resources on social media ads. However, there is always a challenge in how organizations can design social media advertising to successfully attract customers and motivate them to purchase their brands. Thus, this study aims to identify and test the main factors related to social media advertising that could predict purchase intention. The conceptual model was proposed based on three factors from the extending Unified Theory of Acceptance and Use of Technology (UTAUT2) (performance expectancy, hedonic motivation, and habit) along with interactivity, informativeness, and perceived relevance. The data was collected using a questionnaire survey of 437 participants. The key results of structural equation modelling (SEM) largely supported the current model’s validity and the significant impact of performance expectancy, hedonic motivation, interactivity, informativeness, and perceived relevance on purchase intentions. This study will hopefully provide a number of theoretical and practical guidelines on how marketers can effectively plan and implement their ads over social media platforms.

Introduction

Social media is increasingly finding a place for itself in all aspects of our lives. Customers are accordingly more behaviourally and perceptually engaged with the major social media platforms such as Facebook, Google+, Snapchat, YouTube, and Twitter (Alalwan, Rana, Dwivedi, & Algharabat, 2017; Kapoor et al., 2017; Kim and Kim, 2018; Shareef, Mukerji, Dwivedi, Rana, & Islam, 2017). This really changes the nature of our interactions either with our friends or with private and public organizations. Indeed, social media platforms represent a new place where people, organizations, and even governments can commercially, socially, politically, and educationally interact with each other and exchange information, thoughts, products, and services (Hawkins and Vel, 2013; Rathore, Ilavarasan, & Dwivedi, 2016; Usher et al., 2014; Zeng and Gerritsen, 2014; Zhu and Chen, 2015). Consequently, organizations worldwide have started thinking about how using these platforms could help in attracting customers and building a profitable marketing relationship with those customers (Alalwan, Rana, Algharabat, & Tarhini, 2016; Braojos-Gomez, Benitez-Amado, & Llorens-Montes, 2015; Kamboj, Sarmah, Gupta, & Dwivedi, 2018; Lin and Kim, 2016; Oh, Bellur, & Sundar, 2015). As mentioned by Alalwan et al. (2017), there are different marketing practices that firms could apply over social media platforms (i.e. advertising, e-WOM, customer relationship management, and branding). However, the significant interest in social media marketing has been in terms of advertising from both researchers’ and practitioners’ perspectives (i.e. Alalwan, Dwivedi, Rana, & Williams, 2016; Alalwan et al., 2017; Braojos-Gomez et al., 2015; Duffett, 2015; Jung, Shim, Jin, & Khang, 2016; Kamboj et al., 2018; Shareef et al., 2017; Shareef, Mukerji, Alryalat, Wright, & Dwivedi, 2018; Zhu and Chang, 2016). Such interest is also demonstrated by the large amount of money spent by organizations on advertising campaigns; for instance, in 2016 about 524.58 billion USD was invested for this purpose as reported by Statista (2017a).

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