SOCIAL MEDIA ADVERTISING (RRL)

Social media has become a prominent channel for marketing and advertising

endeavors, with organizations investing significant efforts, funds, and resources in this

domain. Yet, a persistent hurdle lies in the effective formulation of social media

advertising strategies that can entice customers and incite them to make purchases of

their products or brands Alalwan (2018). Social media, as a platform, offers interactive

capabilities that influence how users engage with and govern the structure and

substance of their real-time communication (Lin & Chang, 2018). Due to advancements

in mobile technology and the rise of social networking platforms, a novel avenue for

advertising has surfaced. Mobile social media advertising pertains to the utilization of

social networking sites via mobile devices for the promotion of tourism-related products

and services Tan, Lee, Hew, Ooi, & Wong (2018).

The first indicator of social media advertising is perceived relevance. Recognizing the

significant connection between advertising and its content, as highlighted by Varnali (2014), is

crucial for forecasting the perceived value of advertising, influencing consumer attitudes, and

actions in response to marketing communications, as this alignment of content with

advertisements not only enhances the appeal and utility of the marketing message but also

lessens the perceived disruption caused by the advertisement. According to a study of A-Reum,

Jung. (2017), advertising effectiveness is favorably influenced by perceived ad relevancy,

which results in consumers paying more attention to and avoiding ads. It also creates privacy

concerns, though, which ultimately leads to a rise in social media ad avoidance. Ad avoidance

and perceived ad relevance are mediated by privacy concerns. However, consumers have
been found to view location-congruent mobile adverts as more relevant and valuable Arief,

Ernst, Vassilis-Javed, Khan, Jonathan, van, Esther, Nikolaos, Panos, Markopoulos (2017).

The second indicator of social media advertising is interactivity. The degree of

participation and communication that occurs on social media platforms between companies

and their clientele is referred to as social ad interactivity. Conversation-based interaction, as

opposed to medium-based interaction, has been demonstrated to increase participation and

emotional-social engagement Behnaz, Nojavanasghari., Yuchi, Huang., Saad, M., Khan.

(2018). Furthermore, research has demonstrated that process-based interaction generates

a more favorable emotional-social engagement than either conversation-based or medium-

based interaction Fei, Qiao. (2019). These results imply that companies might improve their

social advertising campaigns by emphasizing conversational and process-based

interactivity to encourage higher customer involvement and emotional connections (Behnaz

et. al, 2018).

The last indicator of social media advertising is informativeness. The impact of

informativeness in social media advertising has been the subject of numerous research,

and it has been discovered that informative ads are more likely to engage users Sónia,

Ferreira., Sara, Santos., Pedro, Espírito, Santo. (2021). The study looked at how perceived

informativeness of ads affected their effectiveness on Egyptian social media platforms.

Therefor the study discovered that other ad characteristics, such as perceived ad

entertainment, vividness, and interactivity, had a negligible effect on ad effectiveness

Andrew, Sillett. (2022).

Customer Purchase Decision

Purchase decisions made by customers are impacted by a number of variables,

including the salesperson's tone and speech rate Li, B., & Wang, X. (2023). In addition,

product attributes like price, reviews, and discounts have a big impact on consumers'

decision-making Daniel, Denver, Jhon, R., Calantoc., Rudolph, Val, F., Guarin., Mary,

Ann, B., Taduyo., Eleonora, E., Claricia., Gina, E., Agus. (2022). Online customer

reviews have also been demonstrated to affect consumer behavior, with aspects like

review quality, characteristics, and quantity having an impact on purchasing decisions I,

A, Adeoye., Isaac, Olufemi, Adesuyi., Kolawole, J., Asa., Daniel, O., Ilesanmi (2022).

The first indicator of customer purchase decision is Product choice. In social

media advertising, a number of elements affect the product decision. According to

research, brand choice can be greatly impacted by accidental exposure to marketing

messages on social media, particularly in highly involved product categories William,

Humphrey., Debra, A., Laverie., Shannon, B., Rinaldo. (2017). In addition, brand choice

is influenced by the impact of reference groups and the kind of social media exposure

(sponsored stories vs. commercials) Timothy, J., Richards., Stephen, F., Hamilton.,

William, J., Allender. (2014).

The second indicator of customer purchase decision is brand choice. Social

media brand choice is influenced by homophily, symbolism, deservingness, credibility,

and other factors Abul, Kalam., Goi, Chai, Lee. (2023). Additionally, social media sites

give users access to information, user-generated content, and product reviews,

empowering them to make knowledgeable purchasing decisions William, Humphrey.,

Debra, A., Laverie., Shannon, B., Rinaldo. (2017). However Social media participation

and advertising can be advantageous for brands, but how it is done matters, especially

for highly involved product categories Navaneeth, N. (2023).

Lastly the third indicator of customer purchase decision is Dealer choice.

Message length and anonymity are two affordances that vary amongst SNS platforms

and have an impact on how dealers advertise (Willian et. al; 2017). Dealers can

effectively promote their products and increase sales by using social media advertising

Yopi, Hidayatul, Akbar., Muhammad, Agreindra, Helmiawan. (2018). Social media

exposure affects brand choice, particularly for highly involved product categories,

through both advertisements and user-generated brand messages Haoyan, Sun., Ming,

Fan., Yong, Tan. (2016).

Correlation of Social media Advertising and Customer Purchase decision

Customer purchase decisions are significantly influenced by social media

advertising Ratchaya, S. K., & Sreeya, B. (2023). It has been discovered that purchase

decisions are directly influenced by social media marketing (SMM) Aryan, .. (2023).

Furthermore, the relationship between social media advertising and customers'

purchase intention is moderated by the relevance attributed to such advertising Paula,

Lopes., Rosângela, Hammes, Rodrigues., Fabio, Shimabukuro, Sandes., Rui, Carlos,

Estrela. (2023).
 Technology advancements and the proliferation of social media platforms have

simplified the process for companies to market their goods and connect with more

customers Andre, Harlis, Prasetyo. (2023).

Refrences:

Abul, Kalam., Goi, Chai, Lee. (2023). Remodeling Consumer Brand Choice Behavior:

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10.1016/J.CHB.2017.01.008

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Andrew, Sillett. (2022). Investigating the Impact of Ad Characteristics on Social Media Ad

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