An analysis of the impact of Social Media Advertising (SMA) on consumer purchase decisions considering the fast-food industry in Sri Lanka

Abstract

Since there has been a rise in digital activity and new ways people live, advertising on SM is now crucial for the Sri Lankan fast food business. Research was aimed at seeing how SM ads influence what consumers decide to buy in this industry. The study aimed to identify how the credibility, informativeness, trustworthiness, and interactivity of social media ads influenced people’s decisions to purchase products in fast food sector in Sri Lanka. Quantitative research was done, and the information was obtained using a questionnaire from 100 participants. The data were examined with descriptive statistics, test for reliability and validity, analysis of correlation, and regression analysis. Credibility and informativeness out of all the advertising attributes had the strongest positive impact on decisions to purchase products. Although trustworthiness and interactivity were useful features, they had a less significant role than the others. People in the fast food sector were found to change how they act, and businesses that improved their social media ads were better able to influ-ence their customers’ decisions. The study gave supportive information to marketers looking to improve their digital advertising campaigns in fierce markets.