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ROLES OF REMUNERATION ON CONSUMER RESPONSES TOWARDS SOCIAL MEDIA ADVERTISING: A PAKISTANI PERSPECTIVE |
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| รหัสดีโอไอ | |
| Creator | Qazi Mohammed Ahmed, Osman Sadiq Paracha , Aneel Salman |
| Title | ROLES OF REMUNERATION ON CONSUMER RESPONSES TOWARDS SOCIAL MEDIA ADVERTISING: A PAKISTANI PERSPECTIVE |
| Contributor | - |
| Publisher | TuEngr Group |
| Publication Year | 2563 |
| Journal Title | International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies |
| Journal Vol. | 11 |
| Journal No. | 5 |
| Page no. | 11A05J: 1-14 |
| Keyword | Remuneration Motivation, Consumers' attitudes, Purchase intentions, Behavioral Intention, Electronic word of mouth, Young segment consumers, Perceived social media advertising value (PSMAV). |
| URL Website | http://TuEngr.com/Vol11_5.html |
| Website title | ITJEMAST V11(4) 2020 @ TuEngr.com |
| ISSN | 2228-9860 |
| Abstract | The study explores the association between remuneration motivation and the underlying behavioral intentions to purchase and participate in electronic word of mouth (eWOM), through social media advertising (SMA). The study proposes that this relationship is mediated by perceived social media advertising value (PSMAV) and consumers' attitudes towards social media advertising (CATSMA). The survey draws evidence from a set of 673 usable responses comprising of young and active social media users, belonging from recognized universities of the twin cities (Islamabad & Rawalpindi) of Pakistan. A component-based structural equation modeling technique has been utilized through SmartPLS 3. The findings reveal that remuneration exerts a significant impact on PSMAV and CATSMA but shows an insignificant association with behavioral intentions. Both PSMAV and CATSMA fully mediate the relationship between remuneration and behavioral outcomes. The paper extends advertising literature on social media within an under-researched context of Pakistan's fashion industry. It also assists the advertisers in backing their social media campaigns with financial rewards for enhancing advertising value and generating positive consumer attitudes. |
