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This study assessed the Influence of Social Media Advertisements towards
Consumers’ Purchase Intention, at the Institute of Finance Management (IFM).
Especially was aimed at features of advertisement, like Interactivity, Credibility,
Informativeness, Entertainment and Irritation on how its influence consumers’
purchase decision. These features of advertisements were one which can lead
consumer to find more of the information regarding a product or service create
awareness to consumers and make the decision to purchase the product or service.
Furthermore, a theory like Technology Acceptance Model (TAM) and the theory of
Planned Behaviour was used to govern the study towards Consumers’ Purchase
The intention, the study adopted a cross-sectional research design, where the study deploy
a positivism research approach which adopted the deductive approach as it used the
existing theory has drawn which is similar to the quantitative research approach. Thus, a
total number of 100 questionnaires were distributed and data collected was processed
and analysed, only 97copies of questionnaires using SPSS v23.0 in which the
outcome generated included both descriptive and inferential analysis which included
Pearson correlation coefficient, multiple regression and hypothesis testing.
The findings revealed that Informativeness and credibility were significantly
positive relationship with consumers’ purchase intentions on social media advertising
at the Institute of Finance Management. Meanwhile, entertainment, irritation and
interactivity had a negative relationship with the dependent variable. In conclusion, after
the research, companies and individual entrepreneurs should enforce those
features so as to make effective advertising techniques and get a potential customer |
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