The relationship between social media advertising factors and purchase intentions amongst millennials in Ireland: a quantitative study

Wall, Luke (2022) The relationship between social media advertising factors and purchase intentions amongst millennials in Ireland: a quantitative study. Masters thesis, Dublin, National College of Ireland.

Preview

PDF (Master of Science) Download (2MB) | Preview

Abstract

Introduction: While organisations using social media advertising to influence consumers' purchase intentions has become an increasingly relevant and vital topic within business and marketing areas, the research into assessing the relationship between the social media advertising factors and purchase intentions of millennial cohorts thus far has been limited, presenting the rationale for this study.

Research aims and hypothesis: This study aims to understand the relationship between the social media advertising factors of perceived relevance, informativeness and interactivity on the purchase intentions of millennials living in Ireland. The theories discussed concerning perceived relevance, interactivity and informativeness presented the basis for this study's 3 hypotheses.

Methods: A survey was completed by 145 participants using convenience sampling. After accounting for this study's inclusion-exclusion criteria, there were only 116 valid responses. After performing factor analysis, and normality tests, a Spearman's rho was deemed the most appropriate test for assessing the relationship between the social media advertising factors and the participants' purchase intentions.

Results: A valid total of 116 participants were analysed and interpreted based on the Spearman’s rho’s model findings. The key results of this model showed that a moderate positive relationship existed between the purchase intention of millennials in Ireland and the social media advertising factors of perceived relevance, informativeness and interactivity.

Discussion: Despite some previous conflicts within the literature, this study's model's results largely supported the existing literature findings that show a significant positive relationship. In addition, this study builds and extends on the literature with several theoretical implications and provides useful, practical implications for marketers targeting the millennial cohort.

Conclusion: This study was able to identify that a positive relationship existed between the social media advertising factors and the purchase intentions of millennials within Ireland. It also provides future research suggestions for social media advertising factors and purchase intention.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Loughnane, Gerard UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > Marketing > Consumer Behaviour Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in Management
Depositing User:	Tamara Malone
Date Deposited:	12 Apr 2023 16:15
Last Modified:	12 Apr 2023 16:15
URI:	https://norma.ncirl.ie/id/eprint/6433

Actions (login required)

View Item