Scholarlink

<p>This research proposes the technology acceptance model (TAM) by incorporating social media advertising dimensions (SOMAD), trust in social media advertising (TSMA), and customer reviews (CREV) which are&#xa0; mediated by brand image (BRI) to consumers' online purchase intention for electronic products&#xa0;. The survey was conducted online using&#xa0; Google Forms to collect data on the respondents in Bangladesh using&#xa0; non-probability convenience sampling method, and the offer model was applied in structural equation modeling (SEM). The findings demonstrate the significant direct impact of SOMAD, TSMA, and CREV on the purchase intention, and indirect impact through BRI. Whereas, perceived ease of use (PEU) affected intention via BRI, perceived usefulness (PU) did not show such effect. The findings have highlighted that credible online communication and peer-generated content are more important digitally mature predictors of TAM than traditional predictors. This study&#xa0; contributes to TAM and consumer behavior research and provides effective recommendations for&#xa0; electronics brands operating in emerging markets.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Social media advertising dimensions, trust, and customer reviews in online purchase intentions: the mediating role of brand image

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年5月26日

查看全文
  • Rupam Chowdhury,
  • Fahmida Ahmed

摘要

This research proposes the technology acceptance model (TAM) by incorporating social media advertising dimensions (SOMAD), trust in social media advertising (TSMA), and customer reviews (CREV) which are  mediated by brand image (BRI) to consumers' online purchase intention for electronic products . The survey was conducted online using  Google Forms to collect data on the respondents in Bangladesh using  non-probability convenience sampling method, and the offer model was applied in structural equation modeling (SEM). The findings demonstrate the significant direct impact of SOMAD, TSMA, and CREV on the purchase intention, and indirect impact through BRI. Whereas, perceived ease of use (PEU) affected intention via BRI, perceived usefulness (PU) did not show such effect. The findings have highlighted that credible online communication and peer-generated content are more important digitally mature predictors of TAM than traditional predictors. This study  contributes to TAM and consumer behavior research and provides effective recommendations for  electronics brands operating in emerging markets.