Negative impact of social media advertisements on branding in digital marketing

Osasumwen Pamela Oriakhi, Aamir Amin, Sohail Safdar

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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Abstract

Due to the thriving nature of social media platforms and their continuous evolution over the internet, social media has become a place where people buy, sell and advertise their products. This forms the basis of digital marketing that thrives the business community with revolutionary business gains. Social media advertisements may sometimes yield different outcomes and resonances since there are some essential fundamentals that people need to be aware of while marketing over it. Considering a proper approach regarding content and audience, the presentation of the advertisement is crucial to deliver the targeted message. This research analyzes the social media advertisement factors such as negative comments/opinions, fake news, and controversial brand posts that negatively impact brand image and purchase intention. The study is based on a questionnaire with participants comprised of 100 students currently enrolled at the University of Bristol. The research model and hypotheses formed for the study are tested with structural analysis. Results of the analysis concluded that negative comments/opinions and fake news have a positive impact on brand image, brand image has a positive impact on purchase intention, controversial brand image has a negative impact on brand image and purchase intention has a positive impact on brand image.

Original languageEnglish
Title of host publication2023 International Conference on IT Innovation and Knowledge Discovery, ITIKD 2023
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages1-5
Number of pages5
ISBN (Electronic)9781665463720
ISBN (Print)9781665463737
DOIs
Publication statusPublished - 19 Apr 2023
Event2023 International Conference on IT Innovation and Knowledge Discovery, ITIKD 2023 - Manama, Bahrain
Duration: 8 Mar 20239 Mar 2023

Conference

Conference2023 International Conference on IT Innovation and Knowledge Discovery, ITIKD 2023
Country/TerritoryBahrain
CityManama
Period8/03/239/03/23

Keywords

  • brand image
  • controversial brand post
  • fake news
  • negative comments/opinions
  • purchase Intention
  • social media advertisement

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