Studying the Impact of Advertising Informativeness on Purchase Intention: the Mediating Role of Social Media Marketing Value and the Moderating Roles of Privacy Concerns and Advertising Annoyance/Irration

Bidram, Reyhaneh; Salehi, Somayeh

doi:10.22034/cbsj.2025.142586.2781

Studying the Impact of Advertising Informativeness on Purchase Intention: the Mediating Role of Social Media Marketing Value and the Moderating Roles of Privacy Concerns and Advertising Annoyance/Irration

Document Type : Original Article

Authors

Reyhaneh Bidram ¹
Somayeh Salehi ²

¹ Department of Management, Najaf Abad Branch, Islamic Azad University, Najaf Abad, Iran

² Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran.

10.22034/cbsj.2025.142586.2781

Abstract

In today's world, social media has been recognized as one of the key tools in advertising and marketing. Advertisements on these platforms, by influencing consumer behavior, play a significant role in shaping purchase intention. This study examined the impact of advertising information on purchase intention, considering the mediating variable of social media marketing value and the moderating variables of privacy concerns and advertising annoyance. The statistical population of this study consisted of individuals over 18 years old in Isfahan who were Instagram users. The sample size, calculated using the Morgan table for infinite populations, was 384 participants, and the sampling method employed was convenience sampling. The data collection tool was a standardized questionnaire, whose validity was confirmed through confirmatory factor analysis, and reliability was confirmed using Cronbach's alpha. The data were analyzed using descriptive statistics and path analysis. The findings of the study indicated that advertising information had a direct impact on purchase intention, and this impact was reinforced through the social media marketing value. Moreover, privacy concerns and advertising annoyance, as moderating variables, played a significant role in reducing the positive effect of advertisements on purchase intention. Based on the findings of this study, it is recommended that marketers pay attention to the importance of social media marketing value while simultaneously addressing users' privacy concerns and advertising annoyance to enhance the positive impact of advertisements on purchase intention.

Keywords