The Effect of Social Media Marketing on Consumer Purchase Intention: The Case of Kidame Beer
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Date
2021-06
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Addis Ababa University
Abstract
This research has been carried out to examine the influence of social media advertising on the
purchase intention of Kidame Beer consumers. Various literatures were used to discuss the
concept of social media and consumer purchase intention and to identify variables influencing
purchase intention. The literature provided discusses the concept of social media advertisement
and consumers' buying behavior. The research followed an explanatory method and quantitatively
described factors connected to the intention of buying Kidame beer. The influence of social media
advertising characteristics on the purchasing intention of customers was examined mainly. The
independent variable advertisement was sub-classified to understandably, to appeal for messages,
memory, credibility and originality. The intention to buy has been established as the variable of
dependence. Primary data have been acquired from diverse sources utilizing a 5-point Llikert
scale questionnaire. A total of 384 questioners were distributed and 327 were returned for
analysis. All the answers were analyzed through descriptive and inferential method of statistics
using SPSS software Version 20. The dependent variable correlates with the independent variables
in a positive way as it is indicated by the Pearson correlation coefficient. Regression analysis was
also used, and the outcomes showed that all the above-mentioned variables are substantial. On
the basis of the conclusions, a statistical regression model had been presented and it is proposed
that the factors be used in an effective advertising campaign. This research therefore contributes
to the advertising sector a new dimension
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Keywords
social media, Social media advertisement, platforms