The Impact of Social Media’s Creative Advertising Design on Consumers’ Intentions to Purchase Automobiles: An Empirical Study on Egyptian Consumers

Currently, people are spending a bulky amount of time on social media. Thus, it has become a popular marketing tool to communicate to consumers; making consumers bombarded by advertising messages online. The need for creative advertising has become one of the top priorities for effective advertisers and marketers  to standout and to better persuade the minds of their target market. Creative advertising plays a crucial role in influencing consumers’ attitudes towards products, services, and experiences. Originality, flexibility, elaboration, synthesis, and artistic value were the most popular dimensions of divergence criterion in creative advertising literature and which form the basis of creativity in various contexts. The aim of this study is to measure the impact of the dimensions of creative advertising design found on social media on consumers’ intentions to purchase automobiles, specifically BMW cars. The divergence dimensions of a creative ad constitute the independent variables in this study. The researchers hypothesized that each dimension has a positive impact on the purchasing intentions of automobiles. This study is considered a conclusive research that has a descriptive purpose. The researchers distributed 600 questionnaires. However, 406 questionnaires were returned complete and accurate, creating approximately 68% response rate. According to the results and hypotheses testing, with the use of multiple regressions analysis, originality and elaboration were the two dimensions of social media’s creative advertising that impact consumers’ purchasing intention of BMW automobiles in Egypt.