From clicks to behavior The power of social media ads in affecting customer’s purchase intention

Abstract

Although social media platforms have gained a primate role in the world of marketing today, there exists just a little research regarding the role of social media ads used to increase the sales of a company and the connection between customers’ online clicks and their purchasing behavior. To fill this research gap, the following study aims at verifying the connection between these variables following the online customers’ journey in all its steps, from social media to the online purchase. Attention is given to the concept of social commerce, ad relevance and the description of the drivers of online purchase. To verify the connection between the above presented variables a regression analysis has been carried out, revealing a positive correlation between social media ads and online purchase intention. The findings of this study may help organizations to develop effective social media ads and enlarge the understanding of the reasons that lead online purchase.