Understanding online purchase intention: the mediating role of attitude towards advertising

Nguyen, Hai Ho; Nguyen-Vie , Bang; Nguyen, Yen Thi Hoang; Le, Tin Hoang A icle Unde s anding online pu chase in en ion: he media ing ole o a i ude owa ds ad e ising Cogen Business & Managemen P o ided in Coope a ion wi h: Taylo & F ancis G oup Sugges ed Ci a ion: Nguyen, Hai Ho; Nguyen-Vie , Bang; Nguyen, Yen Thi Hoang; Le, Tin Hoang (2022) : Unde s anding online pu chase in en ion: he media ing ole o a i ude owa ds ad e ising, Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 9, Iss. 1, pp. 1-23, h ps://doi.o g/10.1080/23311975.2022.2095950 This Ve sion is a ailable a : h ps://hdl.handle.ne /10419/289008 S anda d-Nu zungsbedingungen: Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen Zwecken und zum P i a geb auch gespeiche und kopie we den. Sie dü en die Dokumen e nich ü ö en liche ode komme zielle Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich machen, e eiben ode ande wei ig nu zen. 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I he documen s ha e been made a ailable unde an Open Con en Licence (especially C ea i e Commons Licences), you may exe cise u he usage igh s as speci ied in he indica ed licence. h ps://c ea i ecommons.o g/licenses/by/4.0/ Full Te ms & Condi ions o access and use can be ound a h ps://www. and online.com/ac ion/jou nalIn o ma ion?jou nalCode=oabm20 Cogen Business & Managemen ISSN: (P in ) (Online) Jou nal homepage: www. and online.com/jou nals/oabm20 Unde s anding online pu chase in en ion: he media ing ole o a i ude owa ds ad e ising Hai Ho Nguyen, Bang Nguyen-Vie , Yen Thi Hoang Nguyen & Tin Hoang Le To ci e his a icle: Hai Ho Nguyen, Bang Nguyen-Vie , Yen Thi Hoang Nguyen & Tin Hoang Le (2022) Unde s anding online pu chase in en ion: he media ing ole o a i ude owa ds ad e ising, Cogen Business & Managemen , 9:1, 2095950, DOI: 10.1080/23311975.2022.2095950 To link o his a icle: h ps://doi.o g/10.1080/23311975.2022.2095950 © 2022 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons A ibu ion (CC-BY) 4.0 license. Published online: 05 Jul 2022. Submi you a icle o his jou nal A icle iews: 21346 View ela ed a icles View C ossma k da a Ci ing a icles: 12 View ci ing a icles OPERATIONS, INFORMATION & TECHNOLOGY | RESEARCH ARTICLE Unde s anding online pu chase in en ion: he media ing ole o a i ude owa ds ad e ising Hai Ho Nguyen 1,2 , Bang Nguyen-Vie 3 *, Yen Thi Hoang Nguyen 3 and Tin Hoang Le 3 Abs ac : Recognizing he g ow h o Facebook and ad e ising on his pla o m in an eme ging ma ke , we conduc ed a s udy on he impac o Facebook ad e ising cha ac e is ics on he ma ke ’s pu chase in en ion. This s udy a emp s o iden i y and es key ac o s ha ha e a di ec impac on cus ome online pu chase in en- ion o ad e ised p oduc s, and examines he media ing ole o a i ude owa ds ad e ising. In addi ion, o ac o s ha ha e been shown in p e ious s udies o ha e a di ec impac on consume pu chase in en ion, such as en e ainmen , c edibili y, and pe sonaliza ion, he di ec e ec s a e also included in he model o u he conside a ion. This s udy ollows a quan i a i e app oach h ough in e iews wi h 477 pa icipan s. The ques ionnai es we e dis ibu ed o he esponden s by in e iewe s a milk ea and co ee shops in Ho Chi Minh Ci y, Vie nam’s la ges ci y. Da a we e analyzed h ough s uc u al equa ion modelling. Empi ical esul s ha e shown an indi ec e ec o in o ma i eness, p i acy conce ns, and i i a ion on pu chase in en ion h ough a i udes owa ds ad e ising, howe e , he ac o s in e ac , pe sonaliza ion, en e ainmen , and c edibili y do no show an impac on a i udes owa ds ad e ising. Finally, ac o s such as en e ainmen , pe sonaliza- ion, and c edibili y o Facebook ads a e also ound o ha e a signi ican posi i e e ec on pu chase in en ion. This s udy was success ul in de eloping an empi ical model o unde s anding online pu chase in en ion wi h he media ing ole o a i ude owa ds ad e ising in eme ging ma ke s, speci ically Vie nam. The e o e, ABOUT THE AUTHORS Hai Ho Nguyen is a Depu y Sec e a y o he Ho Chi Minh Ci y’s Pa y Commi ee, Vie nam. He is also PhD s uden a Hong Bang In e na ional Uni e si y, Vie nam. His esea ch ocuses on ma ke ing, consume beha iou , and human esou ce. Bang Nguyen-Vie is a lec u e a he Uni e si y o Economics Ho Chi Minh Ci y, Vie nam. His esea ch ocuses on g een ma ke - ing, consume beha iou , consume psychology. Yen Thi Hoang Nguyen is a MBA s uden a he Uni e si y o Economics Ho Chi Minh Ci y, Vie nam. He esea ch ocuses on ma ke ing, consume beha iou , consume psychology. Tin Hoang Le is a MBA s uden a he Uni e si y o Economics Ho Chi Minh Ci y. His esea ch ocuses on ma ke ing, consume beha iou , consume psychology. PUBLIC INTEREST STATEMENT Recognizing he g ow h o Facebook and ad e - ising on his pla o m in an eme ging ma ke . This s udy was conduc ed o build a use model o Facebook ads in Vie nam which is an eme ging ma ke . I aimed o iden i y and examine he main Facebook ad e ising ea u es ha could p edic he cus ome ’s pu chase in en ion o he p oduc s ha a e p omo ed using social media ad e ising. The s udy p o ides essen ial insigh s o i ms and ma ke e s in es iga ing issues ela ed o online pu chase in en ions, and a i- udes owa ds ad e ising. Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 1 o 23 Recei ed: 10 May 2022 Accep ed: 20 June 2022 *Co esponding au ho : Bang Nguyen-Vie , Uni e si y o Economics Ho Chi Minh Ci y, Vie nam E-mail: [email p o ec ed] Re iewing edi o : Albe W. K. Tan, Asia Paci ic G adua e Ins i u e, Shanghai Jiao Tong Uni e si y, Singapo e Addi ional in o ma ion is a ailable a he end o he a icle © 2022 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons A ibu ion (CC-BY) 4.0 license. he s udy p o ides essen ial insigh s o i ms and ma ke e s in es iga ing issues ela ed o online pu chase in en ions, and a i udes owa ds ad e ising. Subjec s: In e ne & Mul imedia - Compu ing & IT; In o ma ion & Communica ion Technology; ICT; Consume Psychology Keywo ds: Online pu chase in en ion; a i udes owa ds ad e ising; Facebook ad e ising; Facebook; Vie nam 1. In oduc ion The g ow h in social ne wo k use is e iden no only in de eloped coun ies bu also, in ac e en mo e so, in de eloping coun ies (Wiese e al., 2020). The numbe o social media ne wo k use s who use i a leas once a mon h eached app oxima ely one- hi d o he wo ld’s popula ion in 2017 (E-Ma ke e , 2017), Facebook alone had 2.23 billion mon hly use s as o 2018 (S a is ica, 2018). Thus, Wiese e al. (2020) deduced ha Facebook is he wo ld’s o emos social ne wo k se ice (SNS) and a ool ha has become an in eg a ed pa o consume s’ li es. So, social ne wo ks ha e sp ead o all aspec s o human li e, changing he way we in e ac , which makes o ganiza ions s a hinking abou how o use social ne wo ks o a ac cus ome s as well as build p o i able ma ke ing ela ionships wi h hose cus ome s, and in a wide ange o social media ma ke ing ac i i ies, ad e ising is one o he ac i i ies ha ecei e he mos a en ion om bo h esea che s’ and p ac i ione s’ pe spec i es (Alalwan, 2018). Be hon e al. (1996) we e one o he i s esea che s who in es iga ed he way ad e ising migh ope a e on he In e ne . Recen ly, he In e ne has been ega ded as he mos powe ul ad e ising medium (Mahmoud, 2014) because hey a e likely o eel less i i a ed, mo e en e - ained, and well-in o med abou he ad e ised p oduc . Social media ad e ising ep esen s he supe io i y o company-cus ome communica ion in compa ison wi h adi ional mass media ad e ising o online ad e ising (used o Web 1.0 applica ions), companies can communica e mo e in o ma ion and in e ac ( wo-way) wi h hei cus ome s hanks o he in e ac i e na u e o web 2.0 (Alalwan, 2018). Zhu and Kanjanamekanan (2021) p oposed ha use s pe cei e pe so- nalized ad con en (which is one o he no able cha ac e is ics o social media ads) as mo e appealing and mo e connec ed o hei in e es s and ha e highe pu chase in en ions o he p oduc ecommended in pe sonalized ad e isemen s. Fi ms epo edly spend up o 50% o hei o al ma ke ing budge s on pe sonalized ad e ising. The a ge ing capabili ies o social ne wo ks like Facebook help each a o able consume s’ a i udes owa ds he ads because o possible e o s on eshaping public belie s posi i ely abou i (Mahmoud, 2014). The main pu pose o social media (such as Facebook) ma ke ing ac i i ies is o shape he consume ’s decision-making p ocess (Alalwan, 2018), in which, pu chase in en ions a e key p e- dic o s o pu chase beha io (Ko le & Kelle , 2016). Consume s’ hesi a ion o pu chase which a ises om a ious p oblems in online shopping becomes an obs acle o e-comme ce g ow h, and he e o e, a be e unde s anding o pu chase in en ion is essen ial o unde s anding consume beha io o imp o e he company’s business (Dachya & Banja naho , 2017). S udies on pu chase in en ion a e also claimed by Peña-Ga cía e al. (2020) as o he u mos impo ance o he success o any online e aile . As he g owing end in businesses wo ldwide is o globalize, i ms es ablished in de eloped economies would bene i om en e ing eme ging ma ke s o expand hei ope a ions and main- ain global compe i i eness (Paul, 2020). Howe e , mos o he hi he o esea ch mos ly ocuses on social media a i udes and p ac ices in de eloped coun ies; i neglec s o he eme ging coun ies, which migh be conside ably di e en in de e mining ac o s (Che ioui e al., 2021), while he di e ence be ween eme ging ma ke s and o he ma ke s is a key cul u al di e ence among cus ome s om di e en backg ounds (Bane jee & Chai, 2019). The e o e, u he esea ch needs o be conduc ed on hese eme ging ma ke s o ill he gap in unde s anding hese di e ences. Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 2 o 23 Vie nam anks 4 h among he op 11 Sou heas Asian coun ies, measu ed by pu chasing powe pa i y-adjus ed nominal g oss domes ic p oduc in 2020 (Gene al S a is ics O ice o Vie nam, 2021). The e o e, Vie nam can ep esen an eme ging ma ke in Sou heas Asia. Acco ding o an a icle published on H 1 ech (2021), s a is ics show ha by June 2021, he o al numbe o Facebook use s in Vie nam was nea ly 76 million, accoun ing o mo e han 70 pe cen o he na ional popula ion. This is an inc ease o 31 million use s om 2019 and leads he lis o popula social ne wo ks in Vie nam. S a is ics also show ha , on a e age, Facebook has one new Vie namese use e e y h ee seconds. Du ing he COVID-19 pandemic, Facebook use s’ ac i i ies mainly ocused on pos ing en e aining ideos/pho os (wi h young use s) and online shopping (wi h use s aged 24 and o e ). Mo eo e , Vie nam is conside ed a popula place o use Messenge o online p omo ion, selling, and aking ca e o cus ome s, much mo e so han he o he coun ies in he egion (H 1 ech, 2021). Al hough he apid g ow h o Facebook as well as he g ea po en ial o ad e ising on his pla o m, bu esea ch on his opic in Vie nam is s ill qui e limi ed. As he g ow h o eme ging ma ke s o e s g ea oppo uni ies o de elop o disco e new pe spec i es and p ac ices in ma ke ing, s udies o hese ma ke s a e impo an in business (Paul, 2020). Recognizing he g ow h o Facebook as well as ad e ising on his pla o m in Vie nam, an eme ging ma ke , we ha e conduc ed a s udy on he impac o Facebook ad e is- ing cha ac e is ics (“ he wo ld’s o emos social ne wo k se ice”, Wiese e al., 2020) o pu - chase in en ion o his ma ke . This s udy a emp s o iden i y and examine he main Facebook ad e ising ea u es ha could p edic he cus ome ’s pu chase in en ion o he p oduc s ha a e p omo ed using social media ad e ising. The impac o hese ea u es on pu chase in en- ion is examined mainly h ough consume s’ a i udes owa ds Facebook ad e ising. Besides, o he ac o s ha ha e been p o en in p e ious s udies o ha e a di ec impac on consume pu chase in en ion such as En e ainmen , C edibili y, and Pe sonaliza ion (eg. Alalwan, 2018; Ku z e al., 2021; Lee e al., 2017), he di ec e ec s a e also included in he model o u he conside a ion. 2. Theo e ical backg ound and hypo heses 2.1. Theo e ical backg ound 2.1.1. Theo y o planned beha io (TPB) The heo y o planned beha io was elabo a ed o he pu pose o imp o ing he p edic i e powe o he heo y o easoned ac ion, which aims o add ess he limi a ions o he heo y o easoned ac ion model in dealing wi h beha io s o e which he indi idual had incomple e oli ional con ol (Ajzen, 1991). Like he heo y o easoned ac ion, he heo y o planned beha io has he o e all objec i e o p edic and explain human beha io in speci ic si ua ions (Fo es & Ri a, 2016). The heo y o planned beha io assumes ha indi iduals’ a i udes p edic hei in en ion o pe o m a pa icula beha io . In o he wo ds, when an indi idual has a s onge in en ion o pe o m a ce ain beha io , he likelihood o he pe son pe o ming ha pa icula beha io acco dingly expands (Che ioui e al., 2021). The heo y o planned beha io has been used o explain and p edic human beha io in a ious con ex s, including he adop ion o in e ac i e communica ion echnologies (Kim e al., 2016). This is also one o he mos used consume beha io models in he li e a u e (Fo es & Ri a, 2016) and has been widely used in he con ex o e-comme ce beha io (Lim & Dubinsky, 2005). 2.1.2. Uses and g a i ica ions (U&G) heo y One o he widely used heo e ical amewo ks o examine he ques ions “how” and “why” indi iduals use ce ain media o sa is y hei pa icula needs is he Uses and g a i ica ion heo y (Menon & Meghana, 2021). U&G heo y o igina ed om he unc ionalis pe spec i e o mass Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 3 o 23 media communica ion (Azam, 2015). Audience ac i i y is cen al o U&G heo y esea ch and communica ion mo i es a e key aspec s o audience ac i i y (Menon & Meghana, 2021). The heo y conside s no only he pleasu e people sea ch o in media bu also he a i udes o he audience owa ds he medium and i s con en (Roy, 2009). On he o he hand, Among he Social ne wo king si es, Facebook has eme ged as he mos popula and la gely used medium o digi al con en c ea ion and dis ibu ion (Menon & Meghana, 2021). This heo y con ibu es o he unde s anding o mass communica ion p ocesses (Roy, 2009). The e o e, he heo e ical ame- wo k on which he p esen s udy is p incipally e alua ed is based on he U&G heo y. 2.2. Resea ch model and hypo heses 2.2.1. Pu chase in en ion Pu chase in en ion indica es he likelihood ha consume s will plan o be willing o pu chase a ce ain p oduc o se ice in he u u e (Wu e al., 2011). In he ad e ising con ex , pu chase in en ion e e s o he p ocess by which consume s make a plan o pu chase a p oduc /se ice due o ad e isemen s deli e ed h ough ad e ising media (Lee e al., 2017). Online pu chase in en- ion in he s udy o Peña-Ga cía e al. (2020) is unde s ood as he deg ee o which a consume is willing o buy a p oduc h ough an online s o e. Ma ins e al. (2019) ha e demons a ed ha an inc ease in pu chase in en ion implies an inc ease in he chance o pu chasing, which means i consume s ha e a posi i e pu chase in en ion, hen a posi i e engagemen will p omo e ha pu chase. 2.2.2. Ad e ising on Facebook Social media can be desc ibed as a g oup o in e ne -based applica ions ha build on he ideological and echnological ounda ions o Web 2.0 and enable he c ea ion and exchange o Use -gene a ed Con en (Kaplan & Haenlein, 2010). Taylo e al. (2011) cha ac e ized social ne - wo ks as pla o ms ha sha e commonali ies such as p o iding use s wi h he abili y o c ea e p o iles wi hin a limi ed sys em, o main ain lis s o “ iends” wi h whom hey sha e connec ions, and o iew and b owse hei own lis s o connec ions and o o he s. The apid de elopmen o social media has changed he way consume s choose, sha e and e i y in o ma ion, he eby, educing he in luence o adi ional ad e ising channels (Du e , 2015). Th ough he wide each o social media, use s’ e iews o commen s ha e a much g ea e wo d-o -mou h impac han e e be o e (Yilmaz & Enginkaya, 2015). Social media ad e ising is becoming an inc easingly popula ool o ma ke e s (Logan e al., 2012). Facebook ge s special a en ion om ma ke e s because o i s numbe o use s and i s popu- la i y among young people. In addi ion, Facebook gi es ad e ise s many ad e ising op ions, such as d i ing a ic o pa icula websi es o p omo ing a pa icula Facebook page, e en o app. All o Facebook’s op ions o e he oppo uni y o add a “like” link, allowing consume s o ins an ly gi e eedback (Logan e al., 2012). 2.2.3. A i ude owa ds ad e ising A i udes owa d ad e ising a e de ined as a p edisposi ion o espond a o ably o un a o ably o a pa icula ad e ising s imulus du ing a pa icula exposu e occasion (Lu z, 1985). An a i ude owa d an ad is o med when he consume e alua es he isual and/o e bal subs ance o he claim and i s con en (Sande e al., 2021). Consume s’ a i ude owa d ad e ising is one o he in luen ial indica o s o ad e ising e ec i eness because consume s’ cogni i e abili y owa d ad e ising is e lec ed in hei hough s and eelings, which subsequen ly in luence hei a i ude owa d ad e ising (Naga , 2015). In he in e ne en i onmen , Mahmoud (2012) illus a ed a i- udes owa ds Web ad e ising as a gene al disposi ion o like o dislike ad e ising messages deli e ed online. Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 4 o 23 Ad e ising c ea es bo h posi i e and nega i e emo ions, which in u n, a ec s he o e all a i ude o use s (Duco e, 1996). When sen imen al esponses a e e oked, consume s can decide wha hey will buy based on he a i ude o he ad e isemen alone, wi hou ha ing o ully p ocess all he b and in o ma ion (Zhu & Kanjanamekanan , 2021). Cus ome accep ance is especially impo an o bo h social media ad e ise s and social media p o ide s (Taylo e al., 2011). The a ec ans e hypo hesis (ATH) p oposed by Lu z (1985) sugges s a di ec one-way causal low om consume s’ a i udes owa ds ad e isemen s o hei a i udes owa ds b ands. Mo eo e , his a i ude a ec s consume s’ pu chase decision-making p ocess as well, and di e en pe cep ions owa ds he ad lead o di e en le els o pu chase in en ion (Zhu & Kanjanamekanan , 2021). Mi chell and Olson (1981), some o he i s au ho s o emphasize he impo ance o he concep o consume a i udes owa ds ad e ising in ma ke ing li e a u e, p oposed ha consume s’ a i udes owa d ad e ising in luence hei a i udes owa d b ands by changing he way con- sume s pe cei e he ad e ised b and. A i ude owa ds ad e ising also is an impo an measu e o ad e ising e ec i eness (Wang & Sun, 2010). I is announced ha how a pe son e alua es an ad e ising message depends on hei a i ude owa ds he ad e isemen (A o a & Aga wal, 2019). A i udes owa ds ad e ising, hus, ha e always been an in e es o ma ke e s because a i ude is seen as a p edic o o consume beha io (Gabe e al., 2019). To use online ad e ising e ec i ely, ma ke e s need o unde s and how use s pe cei e he web as an ad e ising sou ce because media pe cep ion in luences a i udes owa ds ad e ising (Duco e, 1996). Along wi h he apid de elopmen o powe ul ad e ising media on he in e ne , he esea ch on a i udes owa ds ad e ising in he online space is also expanding (Wang & Sun, 2010). The knowledge o a i udes owa ds ad e ising helps ma ke e s o wo k selec i ely wi h a i udes ha shape o in luence a i udes owa ds a pa icula ad e ising message, which in u n a ec a b and’s a i ude owa ds he ad e ising (A o a & Aga wal, 2019). 2.2.4. Pe sonaliza ion On social media, ad e ise s a e mo e capable o ailo ing and cus omizing he ypes o messages, he con en pos ed based on cus ome in e es s (Alalwan, 2018). These days, ne wo k ad e ise s end o use consume -o ien ed ad e ising in o de o op imize he e ec i eness o he ads and enhance cus ome s’ access o use ul in o ma ion (Lee e al., 2017). Pe sonaliza ion e e s o he deli e y o ad e ising messages based on use demog aphics, in e es s, and con ex a he ime o deli e y o make ad e ising less i i a ing o cus ome s. I also can be seen as a company’s abili y o iden i y and ea cus ome s h ough messages, ad e ising banne s, special o e s, o o he pe sonal ansac ions (Gabe e al., 2019). In he pe sonalized ad e ising con ex , Zhu and Chang (2016) de ined ele ance ( he deg ee o pe so- naliza ion) as he deg ee o which consume s pe cei e a pe sonalized ad e isemen o be sel - ela ed o in some way ins umen al in achie ing hei pe sonal goals and alues. Pe sonalisa ion, which has also been ecognised as a p ima y an eceden ac o o ad e - isemen alue (Ku z e al., 2021), is essen ial o unde s anding indi idual ci cums ances (Lee e al., 2017). Pa lou and S ewa (2000) sugges ed ha pe sonalized ad e ising has he po en ial o be mo e e ec i e o ma ke e s. The pe sonaliza ion o an ad e isemen is claimed o be a op p e equisi e o cus ome s o accep he messages and ecei e he in o ma ion in he ad e ise- men (Xu, 2006). Jung (2017) ound ha pe cei ed ad ele ance has an in luence on ad e ising e ec i eness such as inc easing a en ion and dec easing ad a oidance. Gabe e al. (2019) decla ed ha cus ome s p e e o ecei e con en ha is mo e ele an o hem and hei in e - es s. Thus, we p opose: Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 5 o 23 H1: Pe sonaliza ion posi i ely in luences cus ome s’ a i udes owa ds ad e isemen s on Facebook Ahn and Bailenson (2011) ha e expe imen ally con i med ha he a o able b and a i ude and pu chase in en ion igge ed by sel -endo sing is media ed by he sel - e e encing e ec . Resea ch by Tam and Ho (2006) showed ha , when exposed o messages wi h ele an con en , cus ome s end o spend less e o sea ching o mo e in o ma ion as well as spend less ime making decisions. Pe sonalized ad e ising has he po en ial o ensu e ha consume s ecei e only ele an in o ma ion, which also means ad e ise s ha e he abili y o send messages ha a e mos likely o gene a e pu chases o o he desi ed esponses (Pa lou & S ewa , 2000). Xia and Bechwa i (2008) decla ed ha when ecei ing use ul p omo ional in o ma ion, use s end o gi e i mo e weigh , which in u n in luences pu chase in en ion. Pe sonaliza ion was obse ed o ha e a posi i e impac on pu chase in en ion in p e ious s udies (Alalwan, 2018; Xia & Bechwa i, 2008). Thus, ou hypo hesis s a es: H2: Pe sonaliza ion posi i ely in luences pu chase in en ion o p oduc s p esen ed in Facebook ad e ising. 2.2.5. En e ainmen In he con ex o ad e ising, i is illus a ed ha he alue o en e ainmen lies in he ad e isemen capaci y o ul ill audience needs o escaping and dis ac ing om eal-li e di icul y, aes he ic enjoymen , o emo ional (Duco e, 1996). Thanks o he change o he main ad e ising channel om newspape o online ad e ising, en e ainmen is inc easingly in luen ial (Lee e al., 2017). Ad e ise s seek bene i s om en e ainmen o inc ease ad e ising e ec i eness, and hey pa icula ly belie e ha en e aining ads will inc ease posi i e a i udes owa ds he b and (Logan e al., 2012). En e ainmen is signi ican ly and posi i ely ela ed o a i ude owa d a comme cial websi e (Gao & Kou a is, 2006). En e ainmen is one o he wo con en -d i en ea u es o ad e ising ha ha e a c i ical impac on consume s’ a i udes owa d ad e ising (Taylo e al., 2011). The en e ainmen o ad e ising can also enhance he expe ience o ad e ising o consume s (Duco e, 1996). To ha e a posi i e cus o- me a i ude, hedonic pe spec i es ha e o be ca e ully add essed in social media ad e ising ac i i ies (Alalwan e al., 2017). When he ads on social media ne wo ks a e c ea i e and a ac i e, cus ome s seem mo e a ac ed o hem (Alalwan, 2018). Mo eo e , he en e ainmen o ad e ising messages becomes e y use ul in a ac ing he a en ion o cus ome s (Gabe e al., 2019). Empi ical pieces o e idence ha e shown he signi ican e ec s o en e ainmen on a i ude owa ds Web ad e ising (Duco e, 1996; Mahmoud, 2014), Sponso ed links ad e ising (F.H. Lin & Hung, 2009), social media ad e ising in gene al (M. Sha ee e al., 2017; Taylo e al., 2011), and Ins ag am ad e ising (Gabe e al., 2019). Hence, he nex hypo hesis is as ollows: H3: En e ainmen posi i ely in luences cus ome s’ a i udes owa ds ad e isemen s on Facebook Venka esh e al. (2012) decla ed ha hedonic mo i a ion (en e ainmen ) is an impo an de e minan o cus ome s’ beha io al in en ion. En e ainmen was also claimed o play an impo an ole in p edic ing cus ome eac ion (Alalwan, 2018). In he esea ch o Ba a a and Coelho (2021), hedonic mo i a ion (en e ainmen ) has been empi ically p o en as one o he a iables which explain beha io al in en ion o buy a p emium accoun o music s eaming se ices. This ac o was also a key p edic o o pu chase in en ion in he esea ch o Alalwan (2018). The e o e, we p opose: Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 6 o 23 H4: En e ainmen posi i ely in luences pu chase in en ion o p oduc s p esen ed in Facebook ad e ising. 2.2.6. In e ac i i y Online en i onmen s ha e been shown o be mo e in e ac i e and ha e a g ea e abili y, in compa ison wi h adi ional media, o s imula e one-on-one in e ac ion (W igh & Campbell, 2008). In e ac i i y has become an impo an ea u e in social media pla o ms and has ecei ed signi ican in e es om many schola s ega ding he ela ed ield (Alalwan, 2018). In he con ex o ad e ising and media communica ions, in e ac i i y’s pu pose is o supply use s he ex en o exchange in o ma ion in eal- ime on an on-demand basis whe e he iming, con en , and sequence o he communica ion a e unde he con ol o he end-use (S eejesh e al., 2020). In e ac i i y is he abili y o cus ome s o ga he ele an in o ma ion and make pu chasing decisions h ough social in e ac ion and mechanical in e ac ion (Jiang e al., 2010). Acco ding o Yim e al. (2017), echnological ou come and use pe cep ion a e he exis ing comple e iewpoin ha p o ides a comp ehensi e de ini ion o in e ac i i y. While he echnological ou come empha- sizes he mo e easily in e ac and be in ol ed in he con en , he use pe cep ion ocuses on people cha ac e is ics ha induce a sense o in e ac i i y. S eejesh e al. (2020) desc ibe wo di e en pe spec i es o in e ac i i y, he use - o-use in e ac i i y, which ocused on he in e - pe sonal communica ion pe spec i e, and he use - o-sys em pe spec i e, which ocused on in e - ac i i y as he media cha ac e is ics. Huang (2012) de ined in e ac i e communica ion as a communica ion ha p o ides use s wi h ac i e con ol, he abili y o selec in o ma ion and di ec in e ac ion, and ecip ocal communica ion, he abili y o communica e be ween wo o mo e en i ies. The e a e many bene i s o in e ac i i y allowing use s o ha e synch onous and ecip ocal in e ac ions, engagemen , sense o con ol, and choices o media. Social media, wi h his compel- ling media in e ac i i y, allows consume s o ully pa icipa e in he communica ion s a egy, di ec ing hem o commi hei ull cogni i e esou ces in in o ma ion p ocessing (S eejesh e al., 2020). When online ad e ising is de eloped wi h a highe in e ac i i y le el o ma ch he inhe en in e ac i i y o he online en i onmen , he ad e isemen becomes mo e sui able o in e ne use s’ expe ience. As a esul , he le el o in e ac i i y is expec ed o ha e an impac on he use ’s abili y o in e ac in he online en i onmen and, acco dingly, he use ’s a i ude owa ds di e en aspec s o he online en i onmen (W igh & Campbell, 2008). Besides, he oles o in e ac i i y such as c i ical in luence on he cus ome ’s in en ion o use Mobile comme ce; indi ec impac on use s’ engagemen o e he social comme ce websi e; o shaping cus ome s’ online buying beha io ha e been suppo ed in a lo o s udies (Alalwan, 2018). In addi ion, high le els o in e ac i i y on Facebook a e posi i ely ela ed o a o able a i udes owa ds he b and (Du e , 2015). Acco ding o he a o emen ioned discussion, i could be a gued ha he le el o in e ac i i y exis ing in Facebook ad e ising may ha e an impac on a i ude owa ds his social media ne - wo k ads. Thus, i is hypo hesized ha : H5: In e ac i i y posi i ely in luences cus ome s’ a i udes owa ds ad e isemen s on Facebook Social media ne wo k, as a Web 2.0 pla o m, has a high le el o in e ac i i y, which allows use s o ha e mo e capaci y o in e ac and make hei own con ibu ion. This abili y, in u n, inc eases he in insic and psychological bene i s ela ed o using and ollowing social media ad e ising (Alalwan, 2018). Besides, consume s a e likely o access he ad con en s ha ha e he in o ma ion hey need as Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 7 o 23 elimina ing incomple e ques ionnai es, 477 comple ed ques ionnai es we e used o u he ana- lyses. Table 1 p o ides de ails o he esponden s’ demog aphic cha ac e is ics. 4. Resul s 4.1. Resul s es ing scale The measu emen model was assessed ia he eliabili y and alidi y o he s udied cons uc s; he de ails a e p esen ed in Tables 2 and 3. The ecommended h esholds o key eliabili y and alidi y indexes, such as C onbach’s alpha, composi e eliabili y (CR), a e age a iance explained (AVE) alues, and ac o loadings we e adop ed ollowing Hai e al. (2010). Cons uc eliabili y was measu ed using composi e eliabili y. The alue anged om 0.778 o 0.887, which was highe han he ecommended c i e ia o 0.6 (Hai e al., 2010). We measu ed he in e nal consis ency o he i ems o each cons uc using C onbach’s α; he alue anged om 0.778 o 0.887, which was highe han 0.6, which me he c i e ion o 0.5 (Hai e al., 2010). Con e gen alidi y was measu ed using ac o loading, and a e age a iance was ex ac ed. The s anda dized Table2. (Con inued) Cons uc s SFL Alpha CR AVE I eel secu e abou p o iding sensi i e in o ma ion o he Facebook si e 0.749 0.866 0.866 0.565 I eel secu e abou keeping pe sonal de ails p i a e on one’s Facebook pages 0.785 I eel secu e abou pos ing pe sonal in o ma ion on one’s Facebook pages 0.784 I eel secu e abou pos ing pe sonal in o ma ion on iends’ Facebook pages; 0.730 I eel secu e abou ex ing pe sonal in o ma ion ia Facebook Message se ice 0.708 C edibili y CRE (adop ed om Yang e al., 2013) Facebook ad e ising (in o ma ion) is c edible 0.828 0.834 0.834 0.627 I belie e ha Facebook ad e ising is a good e e ence o pu chasing p oduc s 0.777 I us Facebook ad e ising 0.769 No e: *: I ems a e ans o med in o a e e se scale Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 14 o 23 ac o loading o all i ems anged om 0.669 o 0.862, which is highe han he ecommended c i e ia o 0.5 (Hai e al., 2010). Fu he , o e alua e disc iminan alidi y, he alue o he a e age a iance ex ac ed anged om 0.505 o 0.725, which was highe han he c i e ion o 0.5 (Hai e al., 2010). Mo eo e , o con i m disc iminan alidi y, he squa e oo o a cons uc ’s AVE should be highe han i s bi a ia e co ela ion wi h o he cons uc s in he model (Hai e al., 2010). 4.2. S uc u al model esul s Owing o he complexi y o he model and he need o es he ela ionships be ween he cons uc s simul aneously, we used s uc u al equa ion modeling by applying he maximum like- lihood me hod. Figu e 1 shows he esul s o he es ing model wi h Chi 2 = 1127.807, d = 482, Cmin/d = 2.340, Tucke -Lewis i index (TLI) = 0.910 (> 0.9), compa a i e i index (CFI) = 0.918 (> 0.9), and oo mean squa e e o o app oxima ion (RMSEA) = 0.053 (< 0.07; Hai e al., 2010). The e o e, he hypo hesized model o e ed an accep able i o he da a. Rega ding he s uc u al equa ions (de ails a e p esen ed in Table 4), he indings show ha p i acy conce ns (β = −0.451, p = 0.000), in o ma i eness (β = 0.401, p = 0.000), and i i a ion (β = −0.269, p = 0.000) had signi ican e ec s on a i ude owa ds ad e ising. Thus, H 7 , H 8 and H 9 we e suppo ed. Howe e , he expe imen al esul s did no show he e ec o en e ainmen Table 3. Resul s o es o disc iminan alidi y INF PC CRE IRR ITR EMP EN ATT PI INF 0.754 PC −0.350 0.752 CRE 0.378 −0.323 0.792 IRR −0.148 0.112 −0.127 0.735 ITR 0.202 −0.169 0.113 −0.053 0.826 EMP 0.171 −0.140 0.100 −0.037 0.081 0.774 EN 0.189 −0.120 0.110 −0.058 0.084 0.136 0.851 ATT 0.194 −0.191 0.165 −0.068 0.078 0.059 0.076 0.711 PI 0.509 −0.470 0.461 −0.185 0.255 0.219 0.238 0.247 0.801 No e: The bold diagonal elemen s a e he squa e oo o he a iance sha ed be ween he cons uc s and hei measu es; o diagonal elemen s a e he co ela ions among cons uc s Pe sonaliza ion In e ac i i y En e ainmen R 2=0.010 A i ude owa ds R 2=0.455 I i a ion In o ma i eness P i acy conce ns C edibili y R 2=0.319 Pu chase R2=0.674 0.146*** -0.017 (n.s) 0.033 (n.s) 0.135*** 0.054 (n.s) 0.102* -0.269*** 0.401*** -0.451*** 0.024 (n.s) -0.564*** 0.448*** 0.543*** Figu e 1. S uc u al model es esul s. Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 15 o 23 (β = 0.033, p = 0.469), in e ac i i y (β = 0.054, p = 0.238), pe sonalisa ion (β = −0.017, p = 0.717), and c edibili y (β = 0.0240, p = 0.693) on a i ude owa ds ad e ising, and, as a esul , H 1 , H 3 , H 5 and H 10 we e no suppo ed. The e ec s o en e ainmen (β = 0.135, p = 0.000), pe sonalisa ion (β = 0.146, p = 0.000) and c edibili y (β = 0.448, p = 0.000) and especially a i ude owa ds ad e ising (β = 0.543, p = 0.000) on pu chase in en ion we e empi ically p o en. Which mean, H 2 , H 4 , H 12 , and H 13 we e suppo ed. The esul s also suppo H 6 , indica ing ha in e ac i i y has a signi ican e ec on en e ainmen (β = 0.102, p = 0.049). Finally, hese indings suppo he no ion ha p i acy conce ns ha e di ec and nega i e e ec s on c edibili y (β = −0.564, p = 0.000). The e o e, H 11 is suppo ed. 5. Discussion This s udy was conduc ed o build a use model o Facebook ads in Vie nam which is an eme ging ma ke . I aimed o iden i y and examine he main Facebook ad e ising ea u es ha could p edic he cus ome ’s pu chase in en ion o he p oduc s ha a e p omo ed using social media ad e ising. O e all, he s udy con i med mos o he p oposed hypo heses and he o e all alida ion o he esea ch model. The indings show ha cus ome s’ pe cep ions o in o ma i eness a e impo an ac o s ha mo i a e hem o a ibu e posi i e a i udes owa ds Facebook ad e isemen s. By con- as , p i acy conce ns and i i a ion lead consume s o a ibu e nega i e a i udes owa d ad e ising. A i udes owa ds Facebook ad e isemen s, hen, in u n, ha e a signi ican posi i e e ec on pu - chase in en ion. Mo eo e , ac o s such as en e ainmen , pe sonaliza ion, and c edibili y o Facebook ads a e also ound o ha e a signi ican posi i e e ec on pu chase in en ion. These indings a e in line wi h p e ious esea ch ha examined he in luence o ad e ising acili a o s o Pu chase In en ion h ough A i udes owa d ad e isemen s (Ku z e al., 2021; Lu & Chen, 2021; Ma ins e al., 2019). Ou indings also indica e ha in e ac i i y has a signi ican ly posi i e e ec on en e ainmen , and, p i acy conce ns we e also shown o ha e a signi ican ly nega i e impac on c edibili y. Ne e heless, he in luence o in e ac i i y and pe sonaliza ion on a i udes owa ds ad e ising is no p o en by he expe imen al esul s o his s udy. This means ha a cus ome ’s pe cep ion o Table 4. Resul s o es ima e model Pa h Es ima e P Hypo hesis Resul s EMP → ATT −0.017 0.717 H1 No Suppo ed EMP → PI 0.146 0.000 H2 Suppo ed EN → ATT 0.033 0.469 H3 No Suppo ed EN → PI 0.135 0.000 H4 Suppo ed ITR → ATT 0.054 0.238 H5 No Suppo ed ITR → EN 0.102 0.049 H6 Suppo ed IRR → ATT −0.269 0.000 H7 Suppo ed INF → ATT 0.401 0.000 H8 Suppo ed PC → ATT −0.451 0.000 H9 Suppo ed CRE → ATT 0.024 0.692 H10 No Suppo ed PC → CRE −0.564 0.000 H11 Suppo ed CRE → PI 0.448 0.000 H12 Suppo ed ATT PI 0.543 0.000 H13 Suppo ed No e: *Signi ican a 10% le el; **Signi ican a 5% le el; ***Signi ican a 1% le el; n.s: n non signi ican Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 16 o 23 an ad’s in e ac i i y o pe sonaliza ion does no a ec hei a i ude owa ds he ad. This esul is inconsis en wi h he expe imen al esul s o he s udy by W igh and Campbell (2008), and Ku z e al. (2021) bu consis en wi h he esul s gi en by Gabe e al. (2019) and A o a and Aga wal (2019). The e ec s o en e ainmen and c edibili y on a i ude owa ds ad e ising we e also no empi ically p o en in his s udy. This means ha en e ainmen and c edibili y a e no c ucial aspec s in de e mining consume s’ a i udes owa ds Facebook ad e isemen s. These esul s a e inconsis en wi h mos s udies on a i udes owa d ad e isemen (eg. Aslam e al., 2021; Gabe e al., 2019; Taylo e al., 2011). These inconsis encies may s em om he esea ch con ex in Vie nam, a Sou heas Asia eme ging coun y wi h a his o y and cul u e ha is di e en om p e iously s udied coun ies. In a di e en app oach, hese inconsis encies can also s em om he cha ac e is ics o he social ne wo king pla o m Facebook i sel . Fu he s udies a e needed o be done o iden i y he eason o hese inconsis encies. 5.1. Theo e ical con ibu ions The mos impo an heo e ical con ibu ion is o he cu en unde s anding o he impac o Facebook ad e ising on Pu chase In en ion. Along wi h he de elopmen o echnology, di e en ea u es o ad e ising a e also disco e ed, which can be men ioned as en e ainmen , in o ma- i eness, i i a ion, and c edibili y (Duco e, 1996; F.H. Lin & Hung, 2009; Mahmoud, 2014; Wang & Sun, 2010) appea ing in online ad e isemen s on he web 1.0. La e , he appea ance o social media pla o ms allows o in e ac i e and pe sonalized ad e ising (Alalwan, 2018; Gabe e al., 2019; Ku z e al., 2021; Lee e al., 2017), howe e , he inc eased display o ailo ed sponso ed ads has made consume s conce ned abou p i acy isks (Fo es & Ri a, 2016; C. Lin & Kim, 2016; Taylo e al., 2011; Wiese e al., 2020). The abo e cha ac e is ics a e conside ed by us o be he key in luence s o cus ome a i udes owa ds Facebook ad e isemen s. By cap u ing key in luence s o cus ome a i udes owa ds Facebook ad e isemen s in he cu en s udy model, his s udy was able o build an empi ical model o Facebook ads in eme ging ma ke s, in his case, Vie nam. Aspec s o Facebook ad e ising including c edibili y, en e ainmen , in o ma i eness, in e ac i i y, pe sonaliza ion, p i acy conce ns, i i a ion, and a i ude owa ds ads ha e been once again con i med as impo an ac o s in esea ch models on he in luence o ad e ising on consume s’ pu chase in en ion in eme ging ma ke s. In addi ion, he media ing ole o A i udes owa ds ad e ising in he ela ionship be ween ad e ising cha ac e is ics and he in en ion o pu chase he ad e ised p oduc is also es ablished and examined h ough his s udy. The s udy also con ibu es o he cu en unde s anding o he aspec s o Facebook ad e ising by examining he ela ionships be ween key cons uc s in he model. Empi ical esul s ha e p o en he cause-and-e ec ela ionships be ween in e ac i i y and en e ainmen , as well as be ween p i acy conce ns and c edibili y. 5.2. Implica ions As shown in Figu e 1, a i ude owa d Facebook ad e ising has a signi ican impac on Pu chase in en ion. This means ha when cus ome s ha e a posi i e a i ude owa d ads, speci ically Facebook ad e ising, hey ha e s onge buying in en ions, in o he wo ds, hey a e mo e likely o buy he ad e ised p oduc . The e o e, ma ke e s in his eme ging ma ke need o pay a en ion o gene a ing cus ome s’ posi i e a i udes owa d ad e isemen s. Mo eo e , acco ding o he esea ch esul s, in o ma i eness has a posi i e e ec on a i udes owa d ad e isemen s, a he same ime, p i acy conce ns and i i a ion in descending o de ha e a nega i e e ec on a i udes owa d ad e isemen s. This means, ha when an ad e isemen becomes mo e in o ma i eness, less i i a ing, o does no aise audiences’ conce ns abou p i acy, iewe s end o ha e a mo e posi i e a i ude owa ds ha ad e isemen , and hence, a e mo e likely o buy he ad e ised p oduc . The e o e, p ac i ione s and ma ke e s should pay a en ion o inc easing in o ma i eness, educing p i acy conce ns, and i i a ion o ad e ising. The impac o hese ac o s should be combined wi h ea u es sugges ed o concen a e in eme ging ma ke s such as adap a ions o dynamic en i onmen s, knowledge ans e s, ela ionships wi hin a ma ke , and he impo ance o poli ical ela ionships (Paul, 2020). In ha way, cus ome s a e Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 17 o 23 mo e likely will show a posi i e a i ude owa ds ad e ising and he eby ha e s onge pu chase in en ions. C edibili y was he second s onges ac o ha ha e a di ec e ec on consume s’ pu chase in en ion. These esul s a e consis en wi h hose o o he s udies ha ha e es ed he ole o c edibili y (eg. Dachya & Banja naho , 2017; Lu & Chen, 2021). This implies ha when cus ome s eel ha an ad is us wo hy, he in en ion o buy he ad e ised i em is s onge when hey ind he ad e isemen un eliable. Building social ela ionships wi h us is also concluded as a c i ical s a egy o in e na ional ma ke ing success in eme ging ma ke s (Paul, 2020). Subsequen ly, ad e ise s should be awa e o he c edibili y o he messages hey p o ide and ca e ully conside he con en o he in o ma ion in he ads o inc ease cus ome s’ us in ma ke e s. They should p o ide cus ome s wi h p ecise in o ma ion ha he cus ome s desi e, no in o ma ion ha hey may in e p e as spam. This inding also has implica ions o Facebook use s. I hey wan o inc ease b ands’ expendi u e on ad e ising on hei pla o ms, hey mus ensu e and demons a e hei c edibili y. In addi ion, p i acy conce ns we e ound o ha e a signi ican ly nega i e impac on c edibili y. This means ha when use s pe cei e ha hei p i acy has been iola ed, hey a e mo e likely o pe cei e he ads hey see as un us wo hy, and subsequen ly, hey ha e less possibili y o buy he ad e ised i em. This inding has mo e implica ions o Facebook execu i es han ma ke - e s. Fi s , his social ne wo king pla o m needs o make commi men s, assu ing use s ha hei p i acy will no be iola ed when hey use i , and hen ensu ing s ic compliance wi h wha has been said. These a e claimed o be a o able condi ions o he de elopmen o he pla o m in gene al, and he de elopmen o Facebook ad e ising ea u es in pa icula . En e ainmen has been empi ically suppo ed as a key ac o in leading consume s o ha e pu chase in en ion. In he ele an li e a u e, he ole o en e ainmen has been suppo ed, such as s udies by Venka esh e al. (2012), Ba a a and Coelho (2021), and Lee e al. (2017). This means ha i an indi idual eels ha an ad e isemen is en e aining, hey end o o m a s onge in en ion o buy ha ad e ised i em. The e o e, ad e ise s should make hei ads mo e en e - aining o inc ease he likelihood ha Facebook use s will eac a o ably. Business o ganiza ions should also ake ad an age o he en e ainmen aspec o ad e ising on social ne wo king si es and make ad e ising mo e a ac i e. In addi ion, in e ac i i y showed a s ong posi i e e ec on en e ainmen . This implies ha i cus ome s pe cei e a high le el o engagemen ela ed o a Facebook ad, mos o hem will ind such an ad mo e in e es ing, and acco dingly, his syne gis ic e ec will mo i a e hei pu chase in en ion. Subsequen ly, ma ke e s should mo i a e hei cus ome s o engage mo e wi h ad e isemen s pos ed on Facebook by p o iding eedback, commen s, and in o ma ion (Jiang e al., 2010). Companies can also ask ma ke ing eams o moni o and espond o cus ome commen s, ques ions, and eedback on hei page. The indings also show ha pe sonaliza ion is an impo an ac o in mo i a ing consume s’ pu chase in en ion. Di e en s udies ha e suppo ed he ole o pe sonaliza ion, such as Lee e al. (2017), Ku z e al. (2021), and Alalwan (2018). This implies ha i cus ome s eel ha an ad on Facebook is ele an o hem, hey end o show a g ea e possibili y o he i em ha is being ad e ised. Unde s anding and ope a ing acco ding o he a ge segmen ’s needs is a key o inc eas- ing he pe o mance o he mul ina ional en e p ises in any coun y, especially hose wi hin he eme ging economies. Rela ionships wi hin a ma ke — om bo h an ins i u ional (Business o Business) and consume (Business o Consume ) pe spec i e—we e also sugges ed as an impo an ea u e ha needs o be concen a ed in an eme ging ma ke (Paul, 2020). Acco dingly, ma ke e s should ind ways o deli e ele an ad e ising messages o he app op ia e audience, making su e ha hei a ge audiences eel ela ed. Owing o he company’s “sel -se ice” ad e ising capabili y, which allows smalle ad e ise s o c ea e ad e ising inexpensi ely and a ge use s based on demog aphic and psychog aphic a iables, ma ke e s can now easily c ea e pe sonalized ads. I p ope ly used, such ad e isemen s can be e ec i e (Taylo e al., 2011). Howe e , hese ools mus be used ca e ully o a oid p i acy conce ns because hey may ha e a signi ican nega i e in luence on c edibili y, which ha e a di ec e ec on consume s’ pu chase in en ion. Ho Nguyen e al., Cogen Business & Managemen (2022), 9: 2095950 h ps://doi.o g/10.1080/23311975.2022.2095950 Page 18 o 23 To sum hings up, in eme ging ma ke s, all he aspec s o ad e ising co e ed in he s udy ha e been expe imen ally p o en o ha e ei he di ec o indi ec impac s on pu chase in en ion. The e o e, when implemen ing ad e ising campaigns on Facebook, ma ke e s in eme ging ma ke s need o pay a en ion o hese ac o s so ha hei campaigns can inc ease cus ome s’ pu chase in en ion, which hen inc eases he chance o pu chase (Ma ins e al., 2019). The s ong di ec impac o c edibili y on pu chase in en ion in he esea ch esul s is also some hing ha p ac i ione s need o pay a en ion o. Acco dingly, when es ablishing ad e ising plans in eme ging ma ke s, ma ke e s pa icula ly need o pay a en ion o he c edibili y o hei ad e ising messages. The esea ch esul s also ha e implica ions o Facebook de elope s in eme ging ma ke s. Fi s o all, hese de elope s should pay mo e a en ion o he algo i hms in he ad e ising ools hey o e use s. These ools need o ha e he abili y o suppo use s o c ea e ads ha a e en e aining, in o ma i e, highly eliable, o c ea e li le i i a ion o cus ome s. Besides, de elope s also need o make good use o hei da abase o c ea e ad e ising ecommenda ions ha a e sui able o use s, so ha hese ads can inc ease pu chase in en ion. Howe e , i is impo an o keep in mind ha he ga he ing o cus ome in o ma- ion should be done o a easonable ex en and a oid c ea ing p i acy conce ns o hem, o he wise, bo h c edibili y and a i ude owa ds ad e ising ( wo a iables wi h he g ea es impac on pu chase in en ion conside ed in) he s udy) will be nega i ely a ec ed, consequen ly back i ing and educing he pu chase in en ion o consume s. 5.3. Limi a ions Despi e he con ibu ions o he cu en s udy, i has se e al limi a ions. Fi s , he sample was cons ained o Ho Chi Minh Ci y, which may ha e limi ed he gene alisabili y o he indings. Second, his s udy conside ed only a limi ed numbe o p edic o s o a i udes owa ds Facebook ad e ising and Pu chase in en ion. Fu u e s udies can conside mo e cons uc s o build a mo e comp ehensi e ad e ising model. The nex limi a ion is ha ou esea ch was conduc ed o p oduc s and se ices ad e ised on Facebook in gene al and did no ocus on a speci ic ca ego y o p oduc s o se ices. Fu u e s udies can be o ien ed o building a esea ch model o a i udes owa ds ad e ising o a speci ic indus y o ield, no jus a i udes owa ds Facebook ads in gene al. Finally, as men ioned be o e, he empi ical esul o his s udy has some inconsis encies wi h p e ious s udies in his ield, and he e o e, u he s udies a e needed o be done o iden i y he eason o hese inconsis encies. Funding This wo k was suppo ed by he Uni e si y o Economics Ho Chi Minh Ci y, Vie nam [2022-05-07-0974]. Au ho de ails Hai Ho Nguyen 1,2 Bang Nguyen-Vie 3 E-mail: [email p o ec ed] ORCID ID: h p://o cid.o g/0000-0001-9395-1937 Yen Thi Hoang Nguyen 3 Tin Hoang Le 3 1 Hong Bang In e na ional Uni e si y, Vie nam. 2 Ho Chi Minh Ci y’s Pa y Commi ee, Vie nam. 3 Uni e si y o Economics Ho Chi Minh Ci y, Ho Chi Minh Ci y, Vie nam. Disclosu e s a emen No po en ial con lic o in e es was epo ed by he au ho (s). 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