ISSN 2394-5125
 

Research Article 


THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION

Majdi Khaleeli.

Abstract
Research Purpose – This research intends to find the effect of Social Media Advertising, Sales
Promotion on consumers‟ online purchase intention.
Methodology/ Design/approach – simple random sampling method had been applied for data collection, 217
responses obtained from customers across United Arab Emirates, SPSS statistical package version 22 used to
test the hypothesis.
Findings – Positive and Significant relationship has been found between Social Media Sales Promotion and
Online Purchase Intention, no significant relationship detected between Social Media Advertising and Online
Purchase Intention, and demographic variables, namely, Age, Gender, Education and Income found not to
moderate the relationship between the research variables.
Practical implications – The findings of this study revealed the importance of Social Media Sales promotion as
it found to significantly affecting the Online Purchase Intention and companies are hence advised to focus more
of customs direct benefits when it comes to social media campaigns.
Originality/value – digital marketing dominates the literature of marketing recently, and research is needed to
explore if the examined variables can affect consumer intention to buy online. This study highlight the
important factors in determining the drivers of consumers‟ online purchase intention and thus enrich our
understanding of the digital marketing benefits.

Key words: Digital Marketing, Social Media Advertising, Social Media Promotion, Purchase Intention.


 
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Pubmed Style

Majdi Khaleeli. THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION. JCR. 2020; 7(19): 7031-7039. doi:10.31838/jcr.07.19.809


Web Style

Majdi Khaleeli. THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION. http://www.jcreview.com/?mno=135331 [Access: August 17, 2021]. doi:10.31838/jcr.07.19.809


AMA (American Medical Association) Style

Majdi Khaleeli. THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION. JCR. 2020; 7(19): 7031-7039. doi:10.31838/jcr.07.19.809



Vancouver/ICMJE Style

Majdi Khaleeli. THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION. JCR. (2020), [cited August 17, 2021]; 7(19): 7031-7039. doi:10.31838/jcr.07.19.809



Harvard Style

Majdi Khaleeli (2020) THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION. JCR, 7 (19), 7031-7039. doi:10.31838/jcr.07.19.809



Turabian Style

Majdi Khaleeli. 2020. THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION. Journal of Critical Reviews, 7 (19), 7031-7039. doi:10.31838/jcr.07.19.809



Chicago Style

Majdi Khaleeli. "THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION." Journal of Critical Reviews 7 (2020), 7031-7039. doi:10.31838/jcr.07.19.809



MLA (The Modern Language Association) Style

Majdi Khaleeli. "THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION." Journal of Critical Reviews 7.19 (2020), 7031-7039. Print. doi:10.31838/jcr.07.19.809



APA (American Psychological Association) Style

Majdi Khaleeli (2020) THE EFFECT OF SOCIAL MEDIA ADVERTISING AND PROMOTION ON ONLINE PURCHASE INTENTION. Journal of Critical Reviews, 7 (19), 7031-7039. doi:10.31838/jcr.07.19.809