Revealing the Potential of Social Media Advertising: A Critical Examination of Its Effect on User Attitudes and Purchase Intentions

Abstract: Businesses dedicate extensive resources to social media platforms because they serve as popular advertising and marketing platforms. Nevertheless, it is never simple for companies to create social media advertising that draws customers and persuades them to purchase their goods. This paper is an attempt to critically review the body of related knowledge and examine how social media advertisements affect user(s) attitudes and intentions to purchase. This study seeks to pinpoint crucial elements influencing user(s) inclination to make future purchases, by exploring the connection between exposure to social media advertisements and purchase intentions. This review analyses studies published between 2013 and 2023 that investigate the relationship between social media advertisement effects on user attitudes and purchasing intentions. Through synthesizing diverse research findings, this review paper underscores key insights and outlines potential avenues for future research in this domain. The data for this review were sourced from the Scopus database.

The research demonstrates that social media advertising has positive impacts on user attitudes and purchasing intentions. A well-executed advertising campaign on social media platforms, and engaging content, can effectively stimulate the attitudes and purchase intentions of users. This review investigates multiple factors that modify how social media advertising influences consumer attitudes and purchase intentions. Factors such as the credibility, informativeness, and entertainment of social media advertisements, and advertisement value all play significant roles in shaping user(s) attitudes and purchase intentions.

Social Media, Advertisements, User Attitudes, User Purchase Intention

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