Social Media
Social media becomes an important communication tool that people use to connect to other people or organization. People use social media to share their experiences, reviews, information, advice, warnings that are interesting to their friends. Facebook, Twitter, or Myspace is the most popular social media. By posting information could lead their friends to do the same thing or use their information to make decisions.
Also, consumers tend to make purchases or conduct business on social media. Recommendations by friends or connections on social media also could help consumers on decision making. The influence of social media on buying behaviour can be in any services or products. The more good responses on the products or services, the more attractive for consumer purchasing.
Social media has also influenced consumer behavior from information acquisition to post-purchase behavior such as dissatisfaction statements or behaviors about a product or a company. (Mangold and Faulds, 2009). Previous research has indicated that even a small amount of negative information from a few postings can have substantial impacts on consumer attitudes (Schlosser, 2005) stated that individuals have an underlying need for an emotional bond with high-involvement products that they buy.
Consumers use social networks in daily life for various reasons. Most of them want to maintain relationships with relatives or colleagues/friends. Maintaining interpersonal connectivity between online users of a social media channel has benefits derived from establishing and maintaining contact with other people in a manner of giving social support, friendship, and intimacy. (Utpal et al., 2004) These allow users to connect with peers by adding them to networks of friends, which facilitates communication, particularly among peer groups (Ahuja and Galvin 2003). Online groups exert a noticeable influence on the behavior and consumer buying intent and implicitly on the purchase decision. For example, social media websites provide a public forum that gives individual consumers their own voice, as well access to product information that facilitates their purchase decisions (Kozinets et al., 2010) Shopping has always been a social experience and social networking allows consumers to interact with individuals—many of whom are likely strangers when we talk about online. Cultural aspects have an influence on consumers’ usage of social networks and a great impact over the online purchase intentions. (Pookulangaran et al., 2011)
Advertising
Advertising is the core idea that is presented in non-personal ways to create purchase intention. According to Srinivasa, (2008) define advertisement as “the sharing of information about products in a non-personal way usually paid by a sponsor through different media”. Similarly, Ayanwala et al.,(2005) define it as “a non-personal paid form of communication, where ideas, concepts, products or services, and information, are promoted through media (visual, verbal, and text) by an identified sponsor to persuade or influence behavior”.
Advertising & Social Media
Social media advertising provides a whole new dimension to advertising, as it offers interactivity to the users, especially on Facebook (Logan. K. et al., 2012 )
The advertising on social media page has built new consumer’s behaviour. Consumers spend a substantial share of their social life on websites such as MySpace and Facebook, which host so-called ‘‘online communities’’ – consumer groups that interact online to achieve personal as well as shared goals of their members (e.g., Dholakia, Bagozzi, and Klein Pearo 2004)
Facebook & Advertising
Users are using several online formats to communicate, (e.g., blogs, podcasts, social networks, bulletin boards, and wikis) to share ideas about a given product, service, or brand and contact other consumers, who are seen as more objective information sources. (Kozinets, 2002)
Facebook is one such medium that is facilitating its users for global interaction and sharing their ideas and experiences. Facebook is social media that is in fact a “Web based site which bring different people together in a virtual platform and ensure a deeper social interaction, stronger community and implementation of cooperation projects” (Brown, 2009 ). Kahraman (2010) defines Facebook as “the online platform that people use to share their ideas, experience, and perspectives and communicate with each other”. Millions of people are using Facebook daily.
Facebook advertising offers users or consumers the opportunity to interact actively with the adverts on their page allowing them to ‘‘like’’ and ‘‘share’’ and also view who else or which friends liked or shared the same adverts. (Milad et al, 2015)
Facebook is type of social media, where people with common interest shares their ideas and comments in a virtual environment (Weber, 2009).
Facebook advertising enables customers to share their experience, ideas, interest and useful information about a brand, is useful in the sense that it is interactively helpful in collecting feedback and demographic information of targeted customers. In current business environment, Facebook advertising is an effective source to reach targeted customers (Sandberg, 2010). Facebook advertising is done to create likeness, attraction and influence buying behavior in positive way. Attitude-towards-the ads, is an interesting theory of advertising often used to understand the buying behavior.
The success of advertising should be measured taking into account consumers’ evaluations of the interest aroused by the advertisements. Facebook creates wide platforms for viral online recommendation (Smock, Ellison, Lampe, & Wohn, 2011
Theory of planned Behaviour
The theory of planned behavior (TPB) (Ajzen, 1991) is an appropriate model in explaining the behaviour of consumer how is affected by advertising on social media, using as the model which assumes that behaviour is planned and preceded by intentions. Social media are a means by which individuals can construct, convey and discuss personal identities through expression and dialogue (Kaplan and Haenlein, 2010). Moreover, social media are built around identities, as users are required to generate profiles that at least partially reflect their identity (Kietzmann, et al., 2011; Kietzmann, et al., 2012). Hence, the TPB will be used as theoretical framework and is extended with selfidentity expressiveness and social identity expressiveness.
The TPB, a well validated model to explain behavioural performance, has been applied in a variety of contexts, such as health, consumerism, and entrepreneurship (Armitage and Conner, 2001;Conner and Armitage, 1998). Moreover, the TPB has been applied to the adoption of communication technologies such as smart phone use, online communication and mobile services (Cho and Hung, 2011)
According to the theory of planned behavior, human behavior is guided by three kinds of beliefs; behavioral (attitudes), Normative (subjective norm) and subjective (perceived behavioral control). The TPB posits that intentions are influenced by ones attitude towards the behavior, subjective norm, and perceived behavioral control (Ajzen, 1991). Shortly, attitude refers to the degree to which a person has a favorable evaluation or appraisal of the target behavior; the subjective norm refers to the perceived social pressure to either perform or not to perform certain behavior (Rise, et al., 2010). Behavioral control reflects the perceived ease to perform certain behavior, thereby influencing intentions to perform behavior. The TPB has been applied extensively to predict a variety of behaviors in a range of populations. A study by Pelling and White (2009) applied the TPB to explain the use of social network sites (SNS) among young adults. Traditional TPB variables such as attitude and subjective norm significantly predicted intentions to use SNS.
Attitude
Attitude is an essential part of a person’s personality. Attitudes are of significant importance as they outline peoples’ overall perceptions about the world and also have an influence on their future behaviour (Crano, 2008). Shook & Bratianu (2010) state that one forms one’s attitude based on one’s beliefs in the possible outcomes. The more favorable the possibility is, the stronger the intention to do the behavior will be, and vice versa: the less favorable the outcome possibility is, the weaker the intention to do the behavior will be.
Subjective Norm
Subjective norms are one’s perceptions or assumptions about others’ expectations of certain behaviors that one will or will not perform.
(Nurul H., et al.,2012) Specifically, it refers to the belief that an important person or group of people will approve and support a particular behaviour. Subjective norms are determined by the perceived social pressure from others for an individual to behave in a certain manner and their motivation to comply with those people's views. (Ham M. et al., 2015)
Behavioral Control
Perceived behavioral control or simply behavioral control is one’s perceived ease or difficulty in performing one particular behavior (Ajzen, 2005). To explain the perception related to this perceived behavioral control, Ajzen distinguishes it from the locus of control suggested by Rotter (1966).
Intention
Fishbein & Ajzen (1975) define intention as a person’s subjective probability dimension that connects that particular person to a particular behavior ( “We have defined intention as a person’s location on a subjective probability dimension involving a relation between himself and some action. A behavioral intension, therefore, refers to a person’s subjective probability that the will perform some behavior.) Nurul Huda et al., 2012