A Study on Effectiveness of Social Media Advertising and their Purchase Intentions

Dr Pendyala John Adinarayana; Dr T. Yogesh  Babu; Dr. B. Kishore Babu; Dr Ravindra babu  Veguri; Dr Gadagamma Balakrishna; Dr. Daniel Pilli

doi:10.53555/sfs.v10i2.1986

Authors

Dr Pendyala John Adinarayana
Dr T. Yogesh Babu
Dr. B. Kishore Babu
Dr Ravindra babu Veguri
Dr Gadagamma Balakrishna
Dr. Daniel Pilli

DOI:

https://doi.org/10.53555/sfs.v10i2.1986

Abstract

Background: The research obtains the evolving circumstances of the effectiveness of social media advertising in Vijayawada in 2022 among several undergraduate students. With a concentration on the applied study, the examination seeks to assess the nuances of social media advertisements and their respective effect on purchasing intentions in the context of the dynamic digital ecosystem.

Method: Implementing a descriptive survey method, the research surveyed all chosen undergraduate students with a particular 11-item questionnaire. Therefore, data analysis applied Structural Equation Modelling and SPSS with AMOS for an advanced exploration of purchase intentions, brand equity and brand image.

Results and Discussions: The research model revealed a good fit, asserting its suitability. Therefore, accepted hypotheses emphasized the potential role and applicability of brand image in fostering brand equity and their respective strategic impact on the purchase intentions of consumers.

Conclusion: The outcomes facilitate actionable perspectives for marketers, highlighting the significance of cultivating positive images of brands and strategically controlling brand equity in the strategies or policies of social media advertising.

Author Biographies

Dr Pendyala John Adinarayana

Assistant Professor, Department of Fine Arts, Koneru Lakshmaiah Education Foundation, Deemed to be University, Vaddeswaram, AP, India.
Dr T. Yogesh Babu

Assistant Professor & Head, Department of Fine Arts, EIT, CASS, CBSS, Mainefhi, Adikeih, Eritrea , North East Africa , Africa, IIP PDF-2023 candidate from Eudoxia Research University- USA& ERC-INDIA
Dr. B. Kishore Babu

Associate Professor, K L Business School, Koneru Lakshmaiah Education Foundation, Deemed to be University, Vaddeswaram, AP, India.
Dr Ravindra babu Veguri

Associate Professor, Department of Fine & Performing Arts, GITAM University, Hyderabad, Rudraram Village, Telangana State.
Dr Gadagamma Balakrishna

Associate Professor, Department of Media Studies, GITAM University, Hyderabad, Rudraram Village, Telangana State.
Dr. Daniel Pilli

Assistant Professor, K L Business School, Koneru Lakshmaiah Education Foundation, Deemed to be University, Vaddeswaram, AP, India.