| Abstract [eng] |
The aim of this research was to investigate the influence of different Facebook advertising elements have on consumer’s intention to buy through m-commerce. The literature review presented previous studies and research insights in terms of social media and advertising, and Facebook elements influences on intention to buy, as well as advertisement and intention to buy through m-commerce. These insights were taken into consideration and a research model together with hypothesis were formed. To obtain the data for the research in the context of Lithuania and clothing industry cross-sectional analysis were used and with the help of online survey 408 respondent answers were collected. Empirical research results supported that perceived informativeness, perceived entertainment and perceived credibility as of Facebook ads elements significance on perceived advertising value. Therefore perceived entertainment and perceived advertising value were confirmed as significant variables positively impacting attitude towards Facebook ads on m-commerce. Lastly, such attitude together with perceived shopping’s platform easiness of use and subjective norm were supported as main elements influencing consumers intention to purchase on m-commerce in fashion industry. The study provides guidance for m-commerce businesses and digital agencies insights about m-commerce and Facebook ads, specifically in Lithuania and clothing industry, as well as recommendations for further studies. |
