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The impact of ad, personal, and situational characteristics on positive affect and felt urge to buy impulsively. A quantitative study in the Facebook context

Beatrice Bjuhr,My Tra Pham-2015-01-01-KTH Publication Database DiVA (KTH Royal Institute of Technology)
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TL;DRAbstract

Social media has grown in importance as an advertising communication tool, and companies take advantages of this by using social media marketing to meet their marketing objectives. The research context in this study is chosen to be the social media Facebook, mainly since it is the biggest and most used social media in Sweden but also since Facebook offers companies many different commercial options. We detected a research gap, since there is a lack of theory on Facebook’s customized advertisements on a more specific context that is felt urge to buy impulsively. We could also identify a research gap since there is no study investigating how positive affect and felt urge to buy impulsively are affected by different characteristics in Umeå, Sweden or in the Facebook context among Umeå members. The purpose with this study is to investigate the effects of ad characteristics, personal consumption characteristics, and situational characteristics on positive affect and felt urge to buy impulsi

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Social media has grown in importance as an advertising communication tool, and companies take advantages of this by using social media marketing to meet their marketing objectives. The research context in this study is chosen to be the social media Facebook, mainly since it is the biggest and most used social media in Sweden but also since Facebook offers companies many different commercial options. We detected a research gap, since there is a lack of theory on Facebook’s customized advertisements on a more specific context that is felt urge to buy impulsively. We could also identify a research gap since there is no study investigating how positive affect and felt urge to buy impulsively are affected by different characteristics in Umeå, Sweden or in the Facebook context among Umeå members. The purpose with this study is to investigate the effects of ad characteristics, personal consumption characteristics, and situational characteristics on positive affect and felt urge to buy impulsi

Keywords

Affect (linguistics)Situational ethicsSocial mediaAdvertisingContext (archaeology)Social media marketingPsychologyMarketing communication

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