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Reading: Drivers of the Purchasing Intention Provoked Via Facebook Advertising of Millennial Sri Lankans

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Drivers of the Purchasing Intention Provoked Via Facebook Advertising of Millennial Sri Lankans

Authors:

D. A. G. P. K. Gayathree ,

University of Kelaniya, LK
About D. A. G. P. K.
Senior Lecturer
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B. S. S. U. Bandara,

University of Kelaniya, LK
About B. S. S. U.
Senior Lecturer
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Navodani Thennakoon

Department of Marketing Management, Kelaniya, LK
About Navodani
Undergraduate
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Abstract

Advertising plays a significant role in the current business world. In the digital platform, social media advertising is a new trend in developed and developing countries. In Sri Lanka, Facebook advertising covered a vaster audience compared to other platforms. There is a significant challenge to the business organizations in designing Facebook ads to successfully attract the target audience and motivate them to purchase the advertised products. Therefore, the primary purpose of the study is to analyze the effect of Facebook advertising to predict millennial consumers' purchase intention.

 

The conceptual framework comprises of performance expectancy, along with informativeness and perceived relevance. Further, gender plays a moderating role in this study. The data collected using a self-directed questionnaire distributed among 200 participants. The findings revealed that gender moderates the relationship between perceived relevance and performance expectancy and informativeness and performance expectancy. Informativeness of advertisements was a significant factor in purchasing intention.
How to Cite: Gayathree, D.A.G.P.K., Bandara, B.S.S.U. and Thennakoon, N., 2021. Drivers of the Purchasing Intention Provoked Via Facebook Advertising of Millennial Sri Lankans. Sri Lanka Journal of Marketing, 7(2), pp.104–124. DOI: http://doi.org/10.4038/sljmuok.v7i2.66
Published on 30 Aug 2021.
Peer Reviewed

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