Social media advertising and consumer decision-making: the mediating role of consumer engagement

This paper investigated the effectiveness of social media advertising on consumer decision-making and mediating role engagement. Three constructs including emotional appeal, informativeness creativity were employed to assess firms' customer decision-making. Exploratory confirmatory factor analyses with structural equation modelling evaluate a proposed model relationships among dependent independent constructs. Tabachnick Fidell (2007) formula was used sample 310 active users. Only followers fashion brands considered for this study. The study showed that engagements influenced relationship between (full mediation) (partial in recommends firms advertise fashions must focus crafting advertisements are creative informative order influence decisions consumers make platforms. contributes practice by indicating appeals adverts no longer brands, but rather extent information newness satisfy their needs played major consumers'