tailieunhanh - The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

This study aims to investigate the impact of social networking sites advertisements on consumer purchase decisions. It also seeks to examine how brand awareness mediates this primary effect. | The impact of social networking sites advertisement on consumer purchasing decision The Mediating role of brand awareness International Journal of Data and Network Science 4 2020 139 156 Contents lists available at GrowingScience International Journal of Data and Network Science homepage ijds The impact of social networking sites advertisement on consumer purchasing decision The Me- diating role of brand awareness Reema Nofala Cemal Calicioglub and Hasan Yousef Aljuhmanic a Department of Marketing Girne American University North Cyprus via Mersin 10 Turkey b Girne American University Faculty of Business and Economics. Department of Marketing North Cyprus via Mersin 10 Turkey c Faculty of Business and Economics Centre for Management Research Girne American University via Mersin 10 Kyrenia Cyprus Northern Turkey CHRONICLE ABSTRACT Article history This study aims to investigate the impact of social networking sites advertisements on consumer Received December 18 2019 purchase decisions. It also seeks to examine how brand awareness mediates this primary effect. Received in revised format Janu- The data for this study was collected based on 360 followers from student s perspectives towards ary 29 2020 major apparel brands across Girne American University in North Cyprus. Data analysis was per- Accepted February 15 2020 Available online February 16 formed using structural equation modeling SEM in order to analyze the data collected. The study 2020 found that SNS advertisement had a significant impact on brand awareness alongside consumer Keywords purchase decisions. Similarly it found support for the mediating role of brand awareness. This Social network sites advertise- research extends prior research by investigating the mediating effect of brand awareness between ments the SNS advertisements and purchase decision path. Finally this study enriches social media mar- Consumer purchase decision keting literature by providing evidence from North .

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