Factors Influencing Ad Clicks and Purchase Intention in Social Media Marketing Advertising: The Role of Media Factors, Content Factors and Connection Motivation (Yangon, Myanmar)

Abstract

Purpose- The purpose of this research is to explore and understand the key factors that influence the effectiveness of social media advertising campaigns in Yangon, Myanmar. By investigating the impact of media factors, content factors, and connection motivation on ad clicks and purchase intention in social media advertising. Design/Methodology/Approach – This study employs quantitative methods and analytical techniques such as Cronbach’s Alpha, Simple Linear Regression, and Multiple Linear Regression to investigate factors influencing ad clicks and purchase intention in social media advertising campaigns. The research instrument, a questionnaire, comprises screening questions, demographic information, and items aimed at assessing attitudes using a five-point. Findings – Content factors such as quality and type of content used in advertisements have a significant positive impact on ad clicks, leading to increased user engagement and click-through rates. Media factors, including platforms and channels used for advertising, show little to no influence on ad clicks, suggesting platform choice may not affect user engagement. Connection motivation, reflecting reasons for engaging with ads, has minimal impact on ad clicks, indicating motivation may not significantly influence ad performance. Ad clicks through social media marketing have a positive impact on purchase intention. Research Limitations/Implications – While the study provides valuable insights into ad clicks and purchase intention in social media marketing in Yangon, Myanmar, it is limited by sampling bias, generalizability constraints, and temporal issues. Originality/value – The focus of this study is to conduct an analysis of the key factors that influence ad clicks and purchase intention in social media marketing advertising.

Keywords –Ad clicks, Media factors, Content factors, Connection Motivation, Purchase Intention,Social Media Marketing Management

 JEL classification code – M31, L82, L86