The Moderating Role of Social Media Advertising in Customers' Purchase Intention




Social media advertising, purchase intention, advertising relevance, mass consumption products.


 Social media advertising has been studied from different perspectives in the last decade. This research aimed to investigate how the advertising relevance moderates the relationship between social media advertising and customers' purchase intention. Social media networks advertising is a strategy that can be used to enhance the credibility of a promotional message from the brands, making the advertisement more persuasive and credible. The study included 1973 respondents, aged between 18 and 60 years (M = 29.60; SD = 9.73) with a majority of female respondents (53.0%). To measure Purchase intention, a composite variable was created, consisting of the four items developed by Duffett (2015), namely: (i) I will buy the products I see in the commercials; (ii) I wish to buy the products that are advertised in the commercials; (iii) I am likely to buy the products I see in the commercials; and (iv) I intend to buy the products I see in the commercials. Data analysis revealed that the most purchased products through online advertising on social networks are mass consumption products (71.7%), which are commercialized in large retailers. Based on these results, it was considered relevant to understand whether the relevance attributed to advertising moderates the relationship between online advertising on social networks and purchase intention. Data analysis revealed that, online advertising on social networks and the relevance attributed to advertising are analyzed separately, both variables significantly influence consumers' purchase intention. However, when they are in interaction, the effect is no longer significant. The positive effect of interaction suggests the tendency to buy mass consumption products through online advertising on social networks is greater when consumers consider advertising relevant.

Author Biographies

Paula Lopes, Lusofona University

Paula Lopes, has a PHD in Communication, Audiovisual and Advertising, from Extremadura University, spain. In the present is full Professor at Lusofona University. She’s a researcher in CICANT - - Centre for Research in Applied Communication, Culture, and New Technologies, and the main research areas are IMC, Advertising, Social Networks. Member of ECREA, SOPCOM; APPM.

Rosa Rodrigues, Instituto Superior de Gestão

PhD in Management, specialization in Human Resources and Organizational Behavior from ISCTE-IUL. Professor at the Instituto Superior de Gestão – Economics & Business School where teaches in the Bachelor and Master degrees. Research areas include organizational behaviour, human resource management, work and organizational psychology, psychological evaluation, soft skills, and test construction and validation.

Fabio Sandes, Lusofona University / CICANT

Fábio Shimabukuro Sandes -Ph.D. in Marketing at Fundação Getulio Vargas EAESP, a leading Brazilian business school with triple-crown international accreditation (AACSB, EFMD, AMBA). Assistant Professor of Marketing at Universidade Lusófona | Integrated Ph.D. Researcher at CICANT. Research areas are: consumer behavior researcher focused on online behavior, sustainable consumption practices, brand activism, and social media.

Rui Estrela, Lusofona University / CICANT

Rui Estrela, Phd Universidade Pontifícia de Salamanca, Spain; Professor at Lusofona University; Member of CICANT; Member of Portuguese Advertising Self-Regulation. Research areas are: advertising and social media.