Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/257414 
Year of Publication: 
2022
Citation: 
[Journal:] Economies [ISSN:] 2227-7099 [Volume:] 10 [Issue:] 2 [Article No.:] 52 [Publisher:] MDPI [Place:] Basel [Year:] 2022 [Pages:] 1-21
Publisher: 
MDPI, Basel
Abstract: 
Examining and analyzing the determinants facilitating consumers' intention to buy via mobile commerce platforms have untapped potential when it comes to advertisement potential and perceived advertising value. Therefore, this paper examines various aspects of the advertisements on mobile commerce platforms and analyzes the importance of intention to buy. The goal of the article is to analyze and determine which aspects of the advertisements have an influence on expediting purchase through mobile commerce. The underlying hypothesis for this investigation is the applicability of the perceived advertising value of mobile commerce, positively associated with attitude towards advertising channels. The Facebook social network has been chosen as an advertisement channel as it is the most popular and biggest investment-generated channel. It is also proven that subjective norms are positively associated with the intention to buy via mobile commerce. This, combined with perceived advertising values and attitudes towards Facebook ads on mobile commerce, influenced the intention to buy.
Subjects: 
advertisement
Facebook
intention to buy
mobile commerce
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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