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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Understanding The Influences Of Hedonic Personality Towards Advertising Avoidance On Social Media, Diera Desmonda, So Yohanes Jimmy, Mohammad Annas
Understanding The Influences Of Hedonic Personality Towards Advertising Avoidance On Social Media, Diera Desmonda, So Yohanes Jimmy, Mohammad Annas
The South East Asian Journal of Management
Research Aims: This study aims to investigate and explore how the hedonic personality that exists in each individual can influence avoidance behaviour towards advertisements on social media platforms.
Design/Methodology/Approach: A quantitative approach with a purposive sampling technique was employed to collect data from 198 respondents who have shopped or at least searched for products on social media. The data were then analysed using the Structural Equation Modelling (SEM) technique.
Research Findings: The results showed that hedonic personality affected advertising avoidance behaviour. Through multigroup analysis, this research found differences in how men and women respond to an advertisement. On the other …
What Is The Role Of T.E.A Concept Between Positive Recommendation And Behavioural Intention To Purchase In Social Media?, Phyo Min Tun
What Is The Role Of T.E.A Concept Between Positive Recommendation And Behavioural Intention To Purchase In Social Media?, Phyo Min Tun
The South East Asian Journal of Management
Research Aims: This study explores the antecedents of customers’ behavioural intention to purchase on the social media platform. In addition, the T.E.A concept, the group of consequences of positive recommendation (PR), is developed by amalgamating trust (T), easiness (E), and amusement (A).
Design/Methodology/Approach: The data was collected from 260 random social media users from Myanmar. Both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to examine the observed variables, and structural equation modelling (SEM) techniques were used to estimate the hypotheses in AMOS software.
Research Findings: The results disclose that the T.E.A concept is …