Abstract:
The rise of social commerce and the use of social media for commercial transactions have allowed for experimentation with new ad formats on mobile social media platforms to promote products, such as ´shoppable ads.´ The objective of this research is to present and examine the potential relationships between the characteristics of this new ad format regarding trust, attitudes, and intention to use shoppable ads for fashion products on mobile social media platforms. User perceptions of Social Media Marketing Activities (SMMA) have been used as antecedents: personalization, informativeness, interactivity, trendiness, and word-of-mouth. A questionnaire was administered to mobile social media users, yielding a sample of 486 respondents for analysis using the structural equation modeling approach. The results demonstrate that social media marketing activities have an effect on three elements: trust, attitudinal responses, and intention to purchase through shoppable ads for fashion products on mobile social media platforms.
Keywords: Social commerce, social media marketing, advertisements, fashion
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