Published
2025-01-30
Issue
Section
Research Article
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
As a whole, the author(s) declare that ( download model ):
1.- Original and innovative contributions are made through this text. I/we certify that this work has not been published in whole or in part by any other means nor is it under consideration for publication in another journal.
2.- I/we acquire the commitment to accept the writing, publication, review and evaluation standards considered by Fonseca, Journal of Communication.
3.- I/we take responsibility for the content of the text that I/we send and for having contributed to the conception, design and execution of the work, analysis and interpretation of data and for having participated in the writing of the text and its possible revisions as well. as in the approval of the version that I/we finally send.
4.- I/we have been informed that changes in style of the manuscript may occur but that, nevertheless and in any case, the final galleys will be sent to me/us before the text, in case of favorable evaluation, is definitively published as an article. I/we undertake to acknowledge receipt of said proofs as well as, once verified, to give approval for their publication in the shortest possible time. I/we understand that we give tacit approval to the galleys if I/we do not send a response within 10 calendar days of receiving them.
5.- I/we affirm to know that the publication of an article in Fonseca, Journal of Communication does not entail any cost or remuneration.
6.- I/we declare to be free of any personal and/or commercial association that may pose a conflict of interest in connection with the article submitted as well as having respected the ethical principles of research.
7.- The undersigned author(s) transfer/we transfer the property rights (copyright) of this work to Fonseca, Journal of Communication so that it may be published under a Creative Commons license (in the modality indicated at the bottom of the main page of Fonseca, Journal of Communication. I/we assign the editing and reproduction rights.
How to Cite
PAID ADVERTISEMENTS AND THEIR IMPACT ON THE PURCHASING BEHAVIOUR OF SOCIAL MEDIA USERS IN JORDAN: DEMOGRAPHIC VARIABLE AS MODERATOR
Mustafa S. Al-Shaikh
Zarqa University, Jordan
Rania Ahmad Alqunbor
Zarqa University, Zarqa, Jordan
Abdalmuttaleb Al-Sartawi
Accounting Finance & Banking Department, College of Business & Finance, Ahlia University, Manama, Bahrain
Hebah Kamal Jamal
Digital marketing and consumer behavior, Jeddah College of Advertising, University of Business and Technology, Jeddah, Saudi Arabia
Abstract
The study aimed to examine the impact of demographic variables, such as educational qualifications, on the relationship between paid advertisements specifically advertisement design, content, and timing and purchasing behaviour among social media users in Jordan. An analytical descriptive methodology was employed, with data collected through a self-administered questionnaire. A sample of 290 participants was analysed using appropriate statistical techniques. The results revealed a statistically significant relationship between paid advertisements (including design, content, and timing) and purchasing behaviour, as well as a notable influence of demographic factors, such as educational qualifications, on this relationship. The study recommends that companies and decision-makers prioritise the advertising message and provide more detailed product information on social media platforms.
