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.

Refrences:
A-Reum, Jung. (2017). The influence of perceived ad relevance on social media

advertising. Computers in Human Behavior, 70:303-309. DOI:

10.1016/J.CHB.2017.01.008

Arief, Ernst, Hhn., Vassilis-Javed, Khan., Paul, E., Ketelaar., Jonathan, van, 't, Riet., R.P.,

Konig., Esther, Rozendaal., Nikolaos, Batalas., Panos, Markopoulos. (2017). Does

location congruence matter? A field study on the effects of location-based

advertising on perceived ad intrusiveness, relevance & value. Computers in Human

Behavior, 73:659-668. DOI: 10.1016/J.CHB.2017.03.003

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

Effectiveness in Egypt: Online Customer Engagement as a Mediator. International

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35

Behnaz, Nojavanasghari., Yuchi, Huang., Saad, M., Khan. (2018). Interactive Generative

Adversarial Networks for Facial Expression Generation in Dyadic Interactions. arXiv:

Computer Vision and Pattern Recognition.

Daniel, D., Dasig., Denver, Jhon, R., Calantoc., Rudolph, Val, F., Guarin., Mary, Ann, B.,

Taduyo., Eleonora, E., Claricia., Gina, E., Agus. (2022). Predicting Customer

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10.1109/HNICEM57413.2022.10109491

Fei, Qiao. (2019). Conceptualizing Interactivity on Social Media and Exploring the Effects of

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10.29333/OJCMT/5781
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Digital Marketing Strategies and Customer Purchase Decision Among SME’s in Oyo

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