The effect of influencing factors on students' purchasing intention in social media, considering the role of social media advertising features

This study sought to investigate the effect of customer relation management factors on students' purchase intention based on the characteristics of social media advertising.

The statistical population of the present study includes all students who purchase online. This descriptive study employed a standard 5-point Likert scale questionnaire. To ensure the validity and reliability of the instrument, we used content validity and Cronbach's alpha coefficient, respectively. As for the sample size, 384 completed questionnaires were collected based on the availability non-random sampling method. The collected information was analyzed via structural equations using SPSS 22 and PLS 2 software.

Three factors, namely interaction, perceived communication, and satisfaction were found to be the components of customer relation management, and three other factors including pleasure motivation, performance expectation, and awareness-raising were considered as the components of social media advertising. This study showed that performance expectation, interaction on performance expectation, pleasure motivation interaction, awareness-raising, and perceived communication have a significant positive effect on customer purchase intention. In addition, regarding the satisfaction variable, it was found to have a positive significant effect on the customer’s purchase intention for buying the products that are offered in social media ads.

This study provides a number of theoretical and practical guidelines for marketers to effectively plan and implement their advertising methods on social media platforms.