About this document
Social Media Ads & Customer Intentions by Dusha Periyasamy is a document available to read on EtoBox.
This document summarizes a research study on factors that influence customer purchase intention based on social media advertising. The study developed a theoretical framework using constructs from the UTAUT2 model (performance expectancy, hedonic motivation, and habit) as well as interactivity and informativeness. Data was collected through an online survey of 400 respondents in Sri Lanka. The results of the data analysis showed that performance expectancy, hedonic motivation, interactivity, and informative
- Author
- Dusha Periyasamy
- Language
- EN