The Effect of Social Media Advertising on Consumers’ Purchase Intentions: The Case of Meta Beer
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Date
2022-06
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Addis Ababa University
Abstract
This research was carried out to investigates the effect of social media advertising on consumers’ purchase intentions. Competition is very stiff in the beer industry and since the implementation of a prohibition on all broadcast media advertisements for alcoholic beverages, beer firms are investing more on social media advertising, and into designing strategic ways of managing their social media for the purpose of gaining consumers’ purchase intention.. Hence, the need to investigate the effects social media marketing has on consumers’ purchase intentions using 5 selected independent variables which are understand ability, memorability, credibility, originality, and message appeal of social media ads and a dependent variable of consumers’ purchase intention. An explanatory approach was used, and the researcher evaluated several characteristics using a questionnaire with a 5-point Likert scale to collect primary data from a variety of sources. The results of the regression analysis revealed that there is statistically significant connection between the five autonomous and purchase intention of consumers. The Pearson correlation coefficient was used to indicate a positive relationship between the dependent and independent variables. The results provide insights for Meta beer marketing team as well as any marketer who works in the beer industry and uses social media advertising to be able to decide whether their social media marketing strategies stand good for the growth of their business, or to look for alternative methods and strategies. In addition, the beer industry will have a study to support advertising strategies.
Key words: social media advertising, consumers’ purchase intention, beer industry, understand ability, memorability, credibility, originality, message appeal