Consumer’s Purchase Intention Towards Organic Products: How Social Media Advertising Exposure Frequency Influences Consumer Purchase Decision in the Organic Food Industry

DOI

10.2991/978-94-6463-246-0_8How to use a DOI?

Keywords

Social media marketing; frequency of exposure; Consumer purchase intention; Organic food industry

Abstract

In recent years, the demand for organic products has been on the rise, and consumers are increasingly interested in purchasing organic food products due to their perceived health benefits and environmental advantages. While the organic food industry has experienced significant growth in recent years, businesses within this industry are faced with the challenge of effectively reaching and engaging with their target audience to drive consumer behavior and increase purchase intention. The purpose of this study is to examine the relationship between social media advertising exposure frequency and consumer purchase intention in the organic food industry. The study provides insights into the effectiveness of social media advertising frequency of exposure in driving consumer behavior and increasing purchase intention for organic food products. Specifically, the survey-based study will investigate the extent to which exposure to social media advertising impacts consumer purchase intention. By exploring these questions, this study offers suggestions for advertisers’ further social media marketing design.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zijian Li
PY  - 2023
DA  - 2023/09/26
TI  - Consumer’s Purchase Intention Towards Organic Products: How Social Media Advertising Exposure Frequency Influences Consumer Purchase Decision in the Organic Food Industry
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 71
EP  - 77
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_8
DO  - 10.2991/978-94-6463-246-0_8
ID  - Li2023
ER  -