International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Immersive Social Media Advertising Tools and Consumer Purchase Intentions: Basis for Marketing Strategies

Author(s) Ahmad Yaseen
Country Philippines
Abstract This study examines the effects of immersive social media advertising tools on the consumer purchase intentions of e-shoppers in Manila, the Philippines. These tools include advertising content, social media platforms, consumer awareness, consumer engagement, trust and credibility, augmented reality (AR), and virtual reality (VR). Using a quantitative-descriptive design, SPSS was used to analyze the data from 205 respondents using multiple regression, ANOVA, and descriptive statistics. The findings highlighted the significance of customized and reliable advertising by showing that consumer purchase intentions were highly predicted by consumer awareness, platform adaptation, trust and credibility. Although the direct effects of AR and VR were very minimal, they were found to be effective strategies for enhancing engagement. Platform-specific differences (e.g., Facebook, Instagram, TikTok, YouTube, and X) affected viewers perceptions of brand innovation and quality, highlighting the need for platform-specific initiatives. According to the study's conclusions, marketers should give priority to emotionally charged, platform-optimized content and progressively include immersive technologies like AR and VR to enhance the consumer awareness experience. These findings contribute to localized insights on the efficacy of digital advertising in Southeast Asia and provide useful recommendations for adaptable, innovative, and sustainable marketing tactics in a rapidly evolving digital economy.
Keywords Immersive Advertising, Purchase Intention, Augmented Reality, Virtual Reality, Social Media Platforms.
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-05-28
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.46566
Short DOI https://doi.org/g9mn6t
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