The Effect Of Ad Appeals On The Consumer's Purchase Intention In Monitoring Social Media Advertisements

In social media ads, gauging effectiveness requires observing signs of positive user interaction. Advertisements that evoke positive reactions and perceptions from social media users tend to generate word-of-mouth marketing effects, leading to increased sales and a high return on investment from ad campaigns. However, adverse factors such as privacy concerns and environmental pressures might hinder users from displaying these positive responses. Thus, in some cases, even if users’ attitude is positive towards the social media ad they are exposed to, they may choose not to interact with it. Therefore, the impact of an ad on purchasing cannot be solely attributed to the attitude towards interaction; the attitude towards social media advertisements must also be taken into account. Advertising effectiveness literature emphasizes rational and emotional appeal and advertising creativity as factors influencing consumer attitudes toward advertising. Studies on interaction behavior have typically focused on individual interactions, such as liking, so we also focused on Liking as interactions in the current study. The current research addresses two fundamental questions: What factors prompt users positive responses to social media advertising? Is positive user engagement with social media ads an indicator of purchasing behavior?