RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) adheres to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in PSSR agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International license). Under this license, the authors published in PSSR retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of PSSR are required to cite author(s) and publisher in their work. Therefore, RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) follow an Open Access Policy for copyright and licensing.
How to Cite
Information Verification Motivation and its Influence on Users’ Social Media Advertising Evaluation and Outcome Behaviors
Abstract
Social media has overwhelmingly changed the behavior of users and organizations worldwide. Users use social media platforms for several reasons. One of them is users’ product information verification motivation. The effect of product information verification motivation (IVM) on users’ attitudes and behaviors in the social media advertising (SMA) context is still unfathomed. The current study investigates the attitudinal and direct influence of users’ IVM on their social media ad click response (ACR). Furthermore, the influence of attitude towards SMA and ACR on users' purchase intentions (PI) and online buying behavior (OBB) is investigated. Data was gathered from 200 social media users in Pakistan by using an online survey. Results show that users' IVM attitudinally and directly influence their ACR. Furthermore, users’ ACR influences their PI and OBB. Overall, findings highlight the crucial role of IVM, attitude towards SMA, and ACR in influencing users’ PI and their OBB.
Authors
Dr. Imran Anwar Mir
Assistant Professor, Department of Business Administration, Federal Urdu University of Arts, Science and Technology, Islamabad, Pakistan
Dr. Asif Mehmood Rana
Accounts Officer, Accounts Department, Federal Urdu University of Arts, Science and Technology, Islamabad, Pakistan
Dr. Raja Muhammad Waqas
Assistant Professor, Department of Management Sciences, Iqra University, Islamabad Campus, Pakistan
Keywords
Ad-Click Response, Purchase Intentions, Social Media Advertising
