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Social Media Advertising and Consumer Purchase: A Literature Review

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Design, Operation and Evaluation of Mobile Communications (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13337))

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Abstract

This paper provides an overview of the literature on the use of social media advertising (SMA) and the key factors that affect the effectiveness of SMA. A total of 92 manuscripts published in top ranking journals in the last decade are reviewed. At the firm level, factors, such as brand’s social role, time to post on social media platforms, frequency of social media posts, and genre of the posts, are found to affect consumer’s purchasing decision and intention to share. At the individual consumer level, factors including demographic characteristics, general attitude toward online advertising, and privacy concerns are found to influence consumer’s buying behaviors.

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Authors and Affiliations

  1. Trinity College Dublin, Dublin, Ireland

    Tianxi Gao

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  1. Tianxi Gao
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Correspondence to Tianxi Gao .

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Editors and Affiliations

  1. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

  2. University of West Florida, Pensacola, FL, USA

    June Wei

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Gao, T. (2022). Social Media Advertising and Consumer Purchase: A Literature Review. In: Salvendy, G., Wei, J. (eds) Design, Operation and Evaluation of Mobile Communications. HCII 2022. Lecture Notes in Computer Science, vol 13337. Springer, Cham. https://doi.org/10.1007/978-3-031-05014-5_19

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  • DOI: https://doi.org/10.1007/978-3-031-05014-5_19

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-05013-8

  • Online ISBN: 978-3-031-05014-5

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