The Impact of Companies' Promotional Pages on Social Media Networks and Their Relationship to the Purchasing Intention of Jordanian Women

Suheir  Fahid  Mohammad

doi:10.35516/hum.v50i3.5426

Authors

Suheir Fahid Mohammad Department of Public Relations and Advertising, Faculty of Mass Communication, Yarmouk University, Irbid, Jordan. https://orcid.org/0009-0000-7098-7240

DOI:

https://doi.org/10.35516/hum.v50i3.5426

Keywords:

Social networks, electronic promotion, purchasing intention, Jordanian women, cape model.

Abstract

Objectives: This study aimed to explore impact promotional pages on social media and their relation to the purchasing intention among Jordanian women. Additionally, the study investigated the volume of interaction and sought to understand the cognitive and emotional effects that occur as aresult of using those promotional pages on social media.

Methods: In this study, data, information, and descriptions about the research phenomenon were obtained by using a questionnaire. The sample consisted of 441 Jordanian women.

Results: The study found that the overall average change of purchasing intentions of Jordanian women increased because the pages of promotional companies on social media sites and reached to the average of (M= 3.54). In addition, the results showed a statistically significant correlation between the extent to which Jordanian women use promotional companies' pages on social media sites and purchasing intentions. The findings also revealed that there are statistically significant differences between the extent of use of promotional companies' pages on social media sites and demographic factors (age18 to 25 and social status single). Moreover, the findings stated that there are statistically significant differences between purchasing intentions and demographic factors (age18 to 25, social status single, and place of residence- rural). The study found that the overall average change in the purchasing intentions of Jordanian women increased due to the presence of promotional company pages on social media sites, with an average score of (M=3.54). Furthermore, the results showed a statistically significant correlation between the extent to which Jordanian women use promotional company pages on social media sites and their purchasing intentions. The findings also revealed statistically significant differences between the extent of usage of promotional company pages on social media sites and demographic factors (age 18 to 25 and social status single). Moreover, the findings stated that there are statistically significant differences between purchasing intentions and demographic factors (age 18 to 25, social status single, and place of residence - rural).

Conclusions: Cognitive influences were found to be more prominent than emotional effects in Jordanian women's exposure to promotional pages, with a higher perceived power of influence (M=2.92) compared to emotional effects (M=2.77). Additionally, the results indicate a significant relationship between cognitive and knowledge influences and purchasing intention.

Downloads

Download data is not yet available.

References

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International journal of information management, 42, 65-77.‏

Bashar, A., Ahmad, I., & Wasiq, M. (2012). Effectiveness of social media as a marketing tool: An empirical study. International Journal of Marketing, Financial Services & Management Research, 1(11), 88-99.‏

Gangadharbatla, H. (2008). Facebook me: Collective self-esteem, need to belong, and internet self-efficacy as predictors of the iGeneration’s attitudes toward social networking sites. Journal of interactive advertising, 8(2), 5-15.‏

Ghosh, M. (2019). Exploring The Factors Influencing Millennials Intention-To-Purchase of Facebook Advertising in Bangladesh. In Proceedings of 10th International Conference on Digital Strategies for Organizational Success.‏

Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.

Khan, I., Ghauri, T. A., & Majeed, S. (2012). Impact of brand related attributes on purchase intention of customers. A study about the customers of Punjab, Pakistan. Interdisciplinary journal of contemporary research in business, 4(3), 194-200.‏

Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6).‏56.

Li, H., & Leckenby, J. D. (2004). Internet advertising formats and effectiveness. Center for Interactive Advertising, 14(1), 1-31.‏

Lou, C & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73.

Nabil, J., & Imed, Z. (2010).The Impact of Label Perception on the Consumer’s Purchase Intention: an application on food products. IBIMA Business Review, 2, 2-14.

Petty, R. E., Cacioppo, J. T., & Kao, C. F. (1984). The efficient assessment of need for cognition. Journal of Personality Assessment, 48(3), 306-307.

Raman, N. V., Chattopadhyay, P., & Hoyer, W. D. (1995). Do consumers seek emotional situations: The need for emotion scale. ACR North American Advances.