Description
Title: Investigating the Factors Affecting the Appeal of Mobile Commerce Ads on the Facebook Platform
Abstract: When it comes to the potential for advertising and the perceived value of advertising, the factors influencing consumers’ intention to buy via mobile commerce platforms have not yet been fully explored. In order to analyze the significance of intention to buy, this paper examines various aspects of the advertisements on mobile commerce platforms. The article’s objective is to examine and identify the aspects of the advertisements that influence how quickly purchases are made through mobile commerce. The fundamental assumption driving this investigation is that mobile commerce’s perceived advertising value can be positively correlated with attitudes toward advertising channels. The most widely used and largest investment-generating channel is the social network Facebook, so it has been chosen as an advertisement channel. Additionally, it has been demonstrated that the intention to purchase via mobile commerce is positively correlated with subjective norms. This, along with attitudes toward Facebook ads on mobile commerce and perceived advertising values, influenced the decision to purchase.
Keywords: mobile commerce; Facebook; advertisement; intention to buy
Paper Quality: SCOPUS / Web of Science Level Research Paper
Subject: Economics
Writer Experience: 20+ Years
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