The Effect of Social Media Advertising on Consumer Buying Behaviour
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Date
2024-09
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Addis Ababa University
Abstract
This study looks at how social media advertising affects Bank of Abyssinia customers' purchasing decisions. The study, which involved 364 consumers and was conducted across 15 branches, examined the impact using the source, message, and channel aspects of the communication process framework.
Utilizing an explanatory data analysis technique and SPSS version 20, the results show that social media advertising positively impacts customer purchasing behavior. The results indicate that message factors came in first in terms of importance, followed by channel factors and source factors.
More specifically, it was discovered that the most powerful influences on customer attitudes, perceptions, and purchasing choices were the persuasive and informative qualities of the social media material, or message aspects. Important elements included the advertising messages' emotional appeal, inventiveness, and relevancy. The positive impact was also considerably helped by the bank's usage of social media platforms, which were interactive and easy to access. Customers valued the chance to communicate with the brand online. Although the bank's social media reputation, knowledge, and reliability (source variables) contributed positively, their influence was comparatively smaller than that of the other communication process aspects. Consumers appeared to be more concerned with the ease of digital channels as well as the caliber and delivery of the advertising material. Overall, the study offers solid empirical support for the idea that banks may effectively influence customer purchasing behavior by using a systematic approach to social media advertising that centers on creating attractive content and efficiently utilizing digital platforms. Marketing managers in the banking industry may greatly benefit from the findings if they want to maximize their social media advertising campaigns and improve client engagement, conversion, and loyalty.
Keywords: Message Factor, Source Factor, Channel factor