Matches in SemOpenAlex for { <https://semopenalex.org/work/W4387403607> ?p ?o ?g. }
Showing items 1 to 74 of
74
with 100 items per page.
- W4387403607 endingPage "198" @default.
- W4387403607 startingPage "198" @default.
- W4387403607 abstract "Spending on social media advertising is expected to reach $207.10 billion in 2023, according to Statista forecasts. This growth in advertising investment in social networks means that brands are changing their global advertising plans in order to increasingly promote their products and services through online advertising, directing their communication to the Z generation that was born to consume content available on social media. This research aimed to investigate how the importance of advertising moderates the relationship between advertising on social networks and consumers' purchase intention. Advertising on social networks is a strategy that can be used to increase the credibility of a brand's promotional message, making advertising more persuasive and credible. The study included 919 respondents, aged between 18 and 26 years, most of whom were female (51.3%). To measure the purchase intention, a composite variable was created, consisting of the four items developed by Duffett (2015). Data analysis revealed that advertising on social networks and the importance given to advertising significantly influence consumers' purchase intention. This data is important for brand managers, advertisers, and marketers because it is clear that purchase intent tends to increase when consumers consider advertising on social networks to be important. Keywords: Social media advertising, purchase intention, advertising importance, Generation Z." @default.
- W4387403607 created "2023-10-07" @default.
- W4387403607 creator A5027385388 @default.
- W4387403607 creator A5032642671 @default.
- W4387403607 creator A5032846022 @default.
- W4387403607 creator A5061133828 @default.
- W4387403607 creator A5065410304 @default.
- W4387403607 creator A5074273385 @default.
- W4387403607 date "2023-09-14" @default.
- W4387403607 modified "2023-10-07" @default.
- W4387403607 title "Social Media Advertising Influences Customers' Purchase Intention in Generation Z" @default.
- W4387403607 doi "https://doi.org/10.35609/gcbssproceeding.2023.1(198)" @default.
- W4387403607 hasPublicationYear "2023" @default.
- W4387403607 type Work @default.
- W4387403607 citedByCount "0" @default.
- W4387403607 crossrefType "journal-article" @default.
- W4387403607 hasAuthorship W4387403607A5027385388 @default.
- W4387403607 hasAuthorship W4387403607A5032642671 @default.
- W4387403607 hasAuthorship W4387403607A5032846022 @default.
- W4387403607 hasAuthorship W4387403607A5061133828 @default.
- W4387403607 hasAuthorship W4387403607A5065410304 @default.
- W4387403607 hasAuthorship W4387403607A5074273385 @default.
- W4387403607 hasConcept C101336063 @default.
- W4387403607 hasConcept C110350745 @default.
- W4387403607 hasConcept C110875604 @default.
- W4387403607 hasConcept C112698675 @default.
- W4387403607 hasConcept C12718992 @default.
- W4387403607 hasConcept C136764020 @default.
- W4387403607 hasConcept C144133560 @default.
- W4387403607 hasConcept C162853370 @default.
- W4387403607 hasConcept C17744445 @default.
- W4387403607 hasConcept C199539241 @default.
- W4387403607 hasConcept C202286406 @default.
- W4387403607 hasConcept C2776620684 @default.
- W4387403607 hasConcept C2780224610 @default.
- W4387403607 hasConcept C41008148 @default.
- W4387403607 hasConcept C512338625 @default.
- W4387403607 hasConcept C518677369 @default.
- W4387403607 hasConceptScore W4387403607C101336063 @default.
- W4387403607 hasConceptScore W4387403607C110350745 @default.
- W4387403607 hasConceptScore W4387403607C110875604 @default.
- W4387403607 hasConceptScore W4387403607C112698675 @default.
- W4387403607 hasConceptScore W4387403607C12718992 @default.
- W4387403607 hasConceptScore W4387403607C136764020 @default.
- W4387403607 hasConceptScore W4387403607C144133560 @default.
- W4387403607 hasConceptScore W4387403607C162853370 @default.
- W4387403607 hasConceptScore W4387403607C17744445 @default.
- W4387403607 hasConceptScore W4387403607C199539241 @default.
- W4387403607 hasConceptScore W4387403607C202286406 @default.
- W4387403607 hasConceptScore W4387403607C2776620684 @default.
- W4387403607 hasConceptScore W4387403607C2780224610 @default.
- W4387403607 hasConceptScore W4387403607C41008148 @default.
- W4387403607 hasConceptScore W4387403607C512338625 @default.
- W4387403607 hasConceptScore W4387403607C518677369 @default.
- W4387403607 hasIssue "1" @default.
- W4387403607 hasLocation W43874036071 @default.
- W4387403607 hasOpenAccess W4387403607 @default.
- W4387403607 hasPrimaryLocation W43874036071 @default.
- W4387403607 hasRelatedWork W1507099436 @default.
- W4387403607 hasRelatedWork W1554467319 @default.
- W4387403607 hasRelatedWork W2041606649 @default.
- W4387403607 hasRelatedWork W2226046593 @default.
- W4387403607 hasRelatedWork W2346030802 @default.
- W4387403607 hasRelatedWork W2596030068 @default.
- W4387403607 hasRelatedWork W2808612796 @default.
- W4387403607 hasRelatedWork W3126656022 @default.
- W4387403607 hasRelatedWork W3137508948 @default.
- W4387403607 hasRelatedWork W324811437 @default.
- W4387403607 hasVolume "15" @default.
- W4387403607 isParatext "false" @default.
- W4387403607 isRetracted "false" @default.
- W4387403607 workType "article" @default.