The Influence of Social Media Advertising Values on Consumers Purchasing Intention in Somalia

Authors

  • Said Ali Warsame International Islamic University Malaysia
  • Algeji Abdullah Faeq Mohammed International Islamic University Malaysia
  • Mohamed Abdulsalam Elamir International Islamic University Malaysia
  • Nur Azrina Izni Binti Abdul Aziz International Islamic University Malaysia

DOI:

https://doi.org/10.5281/zenodo.4718537

Keywords:

Somalia, Social media advertising, informativeness, entertainment, credibility, overall perceived value, and purchase intention

Abstract

Background of the problem: Due to the absence of internet facilities and strangeness on the part of regional customers, particularly the countryside and some states residences are not aware of social media advertising existence, social media advertising is still at the beginning of advancement Somalia. Main objective: This study's main objective is to understand the impact of social media advertising on the purchase intention of consumers in Mogadishu-Somalia by employing Ducoffe’s advertising value model. Research methods: a quantitative study was used, and the participants totalled 182. The data was collected using a convenience sampling technique. A structured questionnaire was utilized to gather the data through the social media platform, especially Facebook and WhatsApp and analysed employing exploratory factor analysis and multi regression analysis. Findings: Results signify that there is a significant relationship between informativeness, entertainment, credibility, the overall perceived value of social media advertising and the purchase intention of consumers who are living in Mogadishu-Somalia. Contribution: Social media marketers in Mogadishu-Somalia should develop an innovative, cutting-edge, information-rich, full entertained of social media advertising, maintain the trustworthiness of their ad’s campaigns, and enhance the perceived value of social media ads to lure and urge the purchase intention of the consumers. Conclusion: All the independent factors (informativeness, entertainment, credibility, and perceived value of social media advertising) have a positive impact on consumers' purchase intention. Therefore, it is recommended for marketing professionals to carefully plan and design their advertising campaigns to lure their target audiences' attention.

References

Ahmed, A. K., & Kising’u, T. M. (2019). Effects of Strategic Management Practices on Firm Performance of Medium and Large Telecommunication Companies in Mogadishu, Somalia. INTERNATIONAL JOURNALS OF ACADEMICS & RESEARCH IJARKE Business & Management Journal, 1(2). https://doi.org/10.32898/ibmj.01/1.2article05

Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002

Ajina, A. S. (2019). The perceived value of social media marketing: An empirical study of online word of mouth in Saudi Arabian context. Entrepreneurship and Sustainability Issues, 6(3), 1512–1527. https://doi.org/10.9770/jesi.2019.6.3(32)

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(April), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001

Arora, T., & Agarwal, B. (2019). Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach. Vision, 23(1), 56–69. https://doi.org/10.1177/0972262918821248

Arora, T., & Agarwal, B. (2020). An empirical study on determining the effectiveness of social media advertising: A case on indian millennials. International Journal of E-Business Research, 16(2), 47–68. https://doi.org/10.4018/IJEBR.2020040104

Brackett, L., & Carr, B. (2001). Cyberspace advertising vs. other media. Journal of Advertising Research, 41(5), 23–32.

Cahyani, N. I., & Artanti, Y. (2020). The Influence of Informativeness, Entertainment and E-mail Marketing Irritation on Online Buying Intentions with Attitude Toward Advertising as Mediation Variable. Sentralisasi, 9(2), 77. https://doi.org/10.33506/sl.v9i2.927

Chi, H.-H. (2011). Interactive Digital Advertising vs. Virtual Brand Community. Journal of Interactive Advertising, 12(1), 44–61. https://doi.org/10.1080/15252019.2011.10722190

Choi, S. M., & Rifon, N. J. (2002). Antecedents and Consequences of Web Advertising Credibility. Journal of Interactive Advertising, 3(1), 12–24. https://doi.org/10.1080/15252019.2002.10722064

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). https://doi.org/10.2501/IJA-30-1-047-075

Dao, W. V. T., Le, A. N. H., Cheng, J. M. S., & Chen, D. C. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 271–294. https://doi.org/10.2501/IJA-33-2-271-294

Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising. https://doi.org/10.1080/10641734.1995.10505022

Ducoffe, R. H. (1996). Advertising value and advertising the Web. Journal of Advertising Research, October, 21–35.

Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials. Internet Research, 25(4), 498–526. https://doi.org/10.1108/IntR-01-2014-0020

Dwivedi, Y. K., Rana, N. P., Tajvidi, M., Lal, B., Sahu, G. P., & Gupta, A. (2017). Exploring the role of social media in e-government: An analysis of emerging literature. ACM International Conference Proceeding Series, Part F1280(March), 97–106. https://doi.org/10.1145/3047273.3047374

Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742

Eid, R., Abdelmoety, Z., & Agag, G. (2019). Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business and Industrial Marketing, 35(2), 284–305. https://doi.org/10.1108/JBIM-04-2018-0121

Fishbein, M. (1963). An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object. Human Relations, 16(3), 233–239. https://doi.org/10.1177/001872676301600302

Ghafourzay, H., & Parıltı, N. (2020). The Impact of Social Media Marketing on Customer Inspiration and Customer Purchase Intention: A Case Study on Kabul-Afghanistan Telecom Industry. Journal of Business Research - Turk, 12(3), 2721–2732. https://doi.org/10.20491/isarder.2020.1003

Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54. https://doi.org/10.1080/00913367.2000.10673616

Hamouda, M. (2018). Understanding social media advertising effect on consumers’ responses: An empirical investigation of tourism advertising on Facebook. Journal of Enterprise Information Management, 31(3), 426–445. https://doi.org/10.1108/JEIM-07-2017-0101

Hansopaheluwakan, S., Polla, J. R., Kristiyanto, J., Prabowo, H., Hamsal, M., & Lukmanto, B. (2020). The influence of social media marketing, website quality, e-wom, and perceived value on the purchase intention (Case study: PT. Vita Nova Atletik’s Local Brand Sports Shoes).

Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, August, 916–921. https://doi.org/10.1109/ICIMTech50083.2020.9211187

Harshini C, S. (2015). Influence of Social Media Ads on Consumer ’ S. International Journal of Current Engineering and Scientific Research, 2(10), 110–115.

Hootsuite, & WeAreSocial. (2020). Digital 2020 Global Overview. In July Global Statshot Report.

Jin, C. H., & Villegas, J. (2007). Consumer responses to advertising on the internet: The effect of individual difference on ambivalence and avoidance. Cyberpsychology and Behavior, 10(2), 258–266. https://doi.org/10.1089/cpb.2006.9960

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Lee, H. H., Fiore, A. M., & Kim, J. (2006). The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail and Distribution Management, 34(8), 621–644. https://doi.org/10.1108/09590550610675949

Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001

Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter. Journal of Hospitality and Tourism Research, 39(2), 147–169. https://doi.org/10.1177/1096348012471381

Logan, K., Dix, S., Ferguson, G., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164–179. https://doi.org/10.1108/17505931211274651

MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.2307/1251413

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002

Mir, I. A. (2012). Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective. The Romanian Economic Journal, 15(45), 265–288.

Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. R. (2020). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-07-2019-0442

Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P. K. C. (2020). The Effects of Social Media Marketing, Trust, and Brand Image on Consumers’ Purchase Intention of GO-JEK in Indonesia. ACM International Conference Proceeding Series, 5–10. https://doi.org/10.1145/3387263.3387282

Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for Brand-Related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046

Murillo, E., Merino, M., & Núñez, A. (2016). The advertising value of Twitter Ads: a study among Mexican Millennials. Revista Brasileira de Gestao de Negocios, 18(61), 436–456. https://doi.org/10.7819/rbgn.v18i61.2471

O’Connor, H., Koslow, S., Kilgour, M., & Sasser, S. L. (2016). Do marketing clients really get the advertising they deserve? The trade-off between strategy and originality in australian and New Zealand Agencies. Journal of Advertising, 45(1), 147–155. https://doi.org/10.1080/00913367.2015.1085821

Okazaki, S. (2004). How do Japanese consumers perceive wireless ads? A multivariate analysis. International Journal of Advertising, 23(4), 429–454. https://doi.org/10.108002650487.2004.11072894

Published

2021-04-25

How to Cite

Warsame, S. A., Mohammed, A. A. F. ., Elamir, M. A. ., & Binti Abdul Aziz, N. A. I. . (2021). The Influence of Social Media Advertising Values on Consumers Purchasing Intention in Somalia. International Fellowship Journal of Interdisciplinary Research, 1(2), 91–112. https://doi.org/10.5281/zenodo.4718537