SOCIAL MEDIA MARKETING: COMPARATIVE EFFECT OF ADVERTISING SOURCES ON CUSTOMER PURCHASE INTENTION

Abstract

The aim of this study is to conceptualize advertising value and customer purchase intention. Grounded in Ducoffe's advertising value model framework, this research uncovers the impact of the source credibility of advertisements. The study uses a specific product related advertisement which was formulated through a social network called WhatsApp. Three different sources have been used to endorse product related advertisement: an associative reference groups, an aspirational reference group and marketer itself. The results showed substantial differences in producing advertisement value and establishing a positive purchase intention. Also, there was a substantial impact of age when used as moderator between independent constructs and advertising value.