Factors influencing the intention to use artificial intelligence for online advertising on social networks

Nguyen Thi Phuong Giang; Nguyen Binh Phuong Duy; Nguyen Ho Thien Anh; Doan Nguyen Tra Giang; Dang Minh Triet; Thai Dong Tan

doi:10.31893/multiscience.2025416

Keywords:

artificial intelligence

online advertising

social networks

intention to use

Abstract

The rapid advancement of artificial intelligence (AI) has significantly transformed various industries, including online advertising on social networks. Businesses are increasingly investing in and developing AI-driven strategies. The advent of Artificial Intelligence (AI) has been recognized as a revolutionary force across various industries and fields, with online advertising on social networks increasingly regarded as a prominent trend that is actively being developed and invested in by businesses. This study was conducted to identify the factors influencing the intention to utilize AI in online advertising on social media platforms. Emphasis was placed on analyzing the impact of Personalization, Informativeness, Entertainment, Competitiveness, Performance, and Advertising Value, as these factors were examined for their role in shaping the intention to adopt online advertising on these platforms. A comprehensive understanding of these factors was provided, offering insights into their influence on decision-making processes related to advertising intentions. Such understanding is expected to assist businesses in optimizing advertising strategies and enhancing effectiveness in reaching target customers. The study used quantitative research methods conducted through questionnaire survey of 350 small and medium enterprises and qualitative research in focus group discussion, text analysis and rational research study in an effort to help understand the context and depth of the research problem. In addition, the study used Smart PLS techniques for structural equation modeling, along with descriptive statistics to summarize the data. Measurement models and structural models were used to analyze and interpret the relationships between variables. The findings indicated that these factors exert a significant influence on the intention to use AI for online advertising, with Entertainment identified as the most impactful factor positively affecting consumer acceptance. The results offer valuable guidance to businesses, enabling them to leverage AI-driven advertising strategies effectively, optimize costs, enhance competitiveness, and attract a larger base of loyal and potential customers.
References
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27. Song, S. Y., & Kim, Y. K. (2022). Factors influencing consumers’ intention to adopt fashion robot advisors: Psychological network analysis. Clothing and Textiles Research Journal, 40(1), 3–18. https://doi.org/10.1177/0887302X20941261
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37. What is Online Advertising? Online advertising trends in Vietnam. (n.d.). Retrieved from Sixth Sense Media: https://quangcaongoaitroi.org/quang-cao-truc-tuyen-la-gi-xu-huong-quang-cao-online-tai-viet-nam-23603.html#1_quang_cao_truc_tuyen_la_gi
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39. Zhan, X., Abdi, N., Seymour, W., & Such, J. (2024). Healthcare Voice AI Assistants: Factors Influencing Trust and Intention to Use. Proceedings of the ACM on Human-Computer Interaction, 8(CSCW1), 1–37. https://doi.org/10.1145/3637339
40. Zhou, T., & Wu, X. (2024). Examining user migration intention from social Q&A communities to generative AI. Humanities and Social Sciences Communications, 11(1), 1–10. https://doi.org/10.1057/s41599-024-03540-1

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Giang, N. T. P., Duy, N. B. P., Anh, N. H. T., Giang, D. N. T., Triet, D. M., & Tan, T. D. (2025). Factors influencing the intention to use artificial intelligence for online advertising on social networks. Multidisciplinary Science Journal, 7(8), 2025416. https://doi.org/10.31893/multiscience.2025416

[1] Ali Abbasi, G., Abdul Rahim, N. F., Wu, H., Iranmanesh, M., & Keong, B. N. C. (2022). Determinants of SME’s social media marketing adoption: competitive industry as a moderator. Sage Open, 12(1), 1–19. https://doi.org/10.1177/21582440211067220

[2] Anant, V., Donchak, L., Kaplan, J., & Soller, H. (2020). The consumer-data opportunity and the privacy imperative. McKinsey & Company, 1–9. Retrieved from https://www.mckinsey.com/uk/~/media/McKinsey/Business%20Functions/Risk/Our%20Insights/The%20consumer%20data%20opportunity%20and%20the%20privacy%20imperative/The-consumer-data-opportunity-and-the-privacy-imperative.pdf

[3] Bảo, T. Đ. Q., Hương, T. T. T., & Quỳnh, N. H. P. (2020). Factors affecting social media advertising value of brand: The case study of Grab and Now in Vietnam. Journal of Economic Sciences, 8(02), 29–39. Retrieved from https://scholar.dlu.edu.vn/thuvienso/bitstream/DLU123456789/136611/1/50985-1477-154973-1-10-20201006.pdf

[4] Basri, W. (2020). Examining the Impact of Artificial Intelligence (AI)-Assisted Social Media Marketing on the Performance of Small and Medium Enterprises: Toward Effective Business Management in the Saudi Arabian Context. International Journal of Computational Intelligence Systems, 13(1), 142–152. https://doi.org/10.2991/ijcis.d.200127.002

[5] Bilal, M., Zhang, Y., Cai, S., Akram, U., & Halibas, A. (2024, March). Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attachment. Journal of Retailing and Consumer Services, 77, 1–11. https://doi.org/10.1016/j.jretconser.2023.103674

[6] Chi, N. T. K., & Anh, B. N. T. (2024). Online Shopping Intent Powered by Artificial Intelligence: The Role of Usefulness and Personalization. Journal of Finance – Marketing Research, 15(4), 79–93. https://doi.org/10.52932/jfm.vi4

[7] Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128

[8] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning, EMEA. Retrieved from https://prod.cengageasia.com/title/default/detail?isbn=9781473756540

[9] Hiền, N. N. (2019). The effect of smartphone advertising on consumer purchase intent. Journal of Science and Technology, 42, 68–80. https://doi.org/10.46242/jst-iuh.v42i06.250

[10] Hock, C., Ringle, C. M., & Sarstedt, M. (2010). Management of multi-purpose stadiums: Importance and performance measurement of service interfaces. International Journal of Services Technology and Management, 14(2–3), 188–207. https://doi.org/10.1504/IJSTM.2010.034327

[11] Huyền, K. (2024). [2023 Data Recap] Overview of Vietnam social network data & overview of user insights on each platform. Marketing News. Retrieved from https://marketingai.vn/data-recap-toan-canh-so-lieu-mang-xa-hoi-viet-nam-tong-quan-insight-nguoi-dung-tren-tung-nen-tang-194240122005912184.htm

[12] Karunarathne, E. A. C. P., & Thilini, W. A. (2022). Advertising value constructs’ implication on purchase intention: social media advertising. Management Dynamics in the Knowledge Economy, 10(3), 287–303. https://doi.org/10.2478/mdke-2022-0019

[13] Lee, J. K. (2021). The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility. Cogent Business & Management, 8(1), 1–22. https://doi.org/10.1080/23311975.2021.1957073

[14] Lestari, S., Susanto, Y. B., & Jimmy, S. Y. (2021, April). Analysis of the effect of social media advertising and website or mobile apps on flash sale performance: Empirical study in e-commerce Indonesia. European Alliance for Innovation. https://doi.org/10.4108/eai.1-10-2020.2305518

[15] Li, W. (2024). A study on factors influencing designers’ behavioral intention in using AI-generated content for assisted design: Perceived anxiety, perceived risk, and UTAUT. International Journal of Human–Computer Interaction, 1–14. https://doi.org/10.1080/10447318.2024.2310354

[16] MacKinnon, D. P., Fairchild, A. J., & Fritz, M. S. (2007). Mediation analysis. Annual Review of Psychology, 58(1), 593–614. https://doi.org/10.1146/annurev.psych.58.110405.085542

[17] Many Vietnamese businesses "unlock" power thanks to AI. (2024). Thông tin & Truyền thông. Retrieved from https://ictvietnam.vn/nhieu-doanh-nghiep-viet-mo-khoa-suc-manh-nho-ai-66482.html

[18] Menon, D., & Shilpa, K. (2023). “Chatting with ChatGPT”: Analyzing the factors influencing users' intention to use Open AI's ChatGPT using the UTAUT model. Heliyon, 9(11). https://doi.org/10.1016/j.heliyon.2023.e20962

[19] Mo, L., Zhang, X., Lin, Y., Yuan, Z., & Peng, Z. (2023). Consumers’ attitudes towards online advertising: A model of personalization, informativeness, privacy concern, and flow experience. Sustainability, 15(5), 1–12. https://doi.org/10.3390/su15054090

[20] Ngân, N. (2023, July 1). What is AI marketing? Benefits of AI in online marketing. Subiz Blog. Retrieved from https://subiz.com.vn/blog/ai-marketing.html

[21] Nguyen, G. D., & Dao, T. H. T. (2024). Factors influencing continuance intention to use mobile banking: An extended expectation-confirmation model with moderating role of trust. Humanities and Social Sciences Communications, 11(1), 1–14. https://doi.org/10.1057/s41599-024-02778-z

[22] Nguyễn, N. (2024, January 2). AI in advertising: Everything you need to know about an effective ad campaign. FUNiX. Retrieved from https://funix.edu.vn/chia-se-kien-thuc/ai-trong-quang-cao/

[23] No Planet B: How Can Businesses and Technology Help Save the World? (2022). ESG Global Study.

[24] Quang, H. N., Oanh, N. T. K., Phương, B. T. T., & Thảo, M. P. (2022). The impact of social media advertising on the online shopping intention of consumers in Hanoi. Asia-Pacific Economy, 62–64. Retrieved from https://scholar.dlu.edu.vn/thuvienso/bitstream/DLU123456789/174775/1/CVv168S6072022062.pdf

[25] Rawashdeh, A., Bakhit, M., & Abaalkhail, L. (2023). Determinants of artificial intelligence adoption in SMEs: The mediating role of accounting automation. International Journal of Data and Network Science, 7(1), 25–34. http://dx.doi.org/10.5267/j.ijdns.2022.12.010

[26] Social media statistics 2023 – Figures not to be ignored for businesses. (2022). Adsplus Blog. Retrieved from https://adsplus.vn/blog/thong-ke-mang-xa-hoi-2023

[27] Song, S. Y., & Kim, Y. K. (2022). Factors influencing consumers’ intention to adopt fashion robot advisors: Psychological network analysis. Clothing and Textiles Research Journal, 40(1), 3–18. https://doi.org/10.1177/0887302X20941261

[28] Stefan, L. (2024). Social media users 2024 (Global data & statistics). Priori Data. Retrieved from https://prioridata.com/data/social-media-usage/

[29] Technology Acceptance Model Theory (TAM). (2023). Retrieved from LanVanHay: https://luanvanhay.org/ly-thuyet/ly-thuyet-mo-hinh-chap-nhan-cong-nghe-tam/

[30] The e-CAM/ECAM e-commerce acceptance model. (2023). Retrieved from PhanTichNghiepVu: https://phantichnghiepvu.com/mo-hinh-chap-nhan-thuong-mai-dien-tu-e-cam-ecam/#Mo_hinh_chap_nhan_thuong_mai_dien_tu

[31] Trần, N. M., & Thanh, M. V. N. (2017). Analysis of the impact of social media advertising on consumer shopping intention in Can Tho city. Can Tho University Science Journal, 48, 66–76. https://doi.org/10.22144/ctu.jvn.2017.631

[32] Van, P. T. (2023). The contribution of small and medium-sized enterprises to the economic growth of Ho Chi Minh City. Industry and Trade Magazine. Retrieved from https://tapchicongthuong.vn/dong-gop-cua-doanh-nghiep-vua-va-nho-trong-tang-truong-kinh-te-thanh-pho-ho-chi-minh-106913.htm

[33] Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540

[34] VNETWORK. (2024). Internet Việt Nam 2023: Số liệu mới nhất và xu hướng phát triển. Retrieved from https://www.vnetwork.vn/news/internet-viet-nam-2023-so-lieu-moi-nhat-va-xu-huong-phat-trien/

[35] Wang, C., Wang, H., Li, Y., Dai, J., Gu, X., & Yu, T. (2024). Factors influencing university students’ behavioral intention to use generative artificial intelligence: Integrating the theory of planned behavior and AI literacy. International Journal of Human–Computer Interaction, 1–23. https://doi.org/10.1080/10447318.2024.2383033

[36] Wang, X. (2012). Attitude toward the advertising and subjective norm on purchase intention: A case of television advertising of beauty and personal care products in Bangkok. Master of Business Administration, University of the Thai Chamber of Commerce, 16–31. Retrieved from https://www.thaiejournal.com/journal/2556volumes3/2.pdf

[37] What is Online Advertising? Online advertising trends in Vietnam. (n.d.). Retrieved from Sixth Sense Media: https://quangcaongoaitroi.org/quang-cao-truc-tuyen-la-gi-xu-huong-quang-cao-online-tai-viet-nam-23603.html#1_quang_cao_truc_tuyen_la_gi

[38] What is Social Media? What acts are prohibited when using the internet? (2016). Retrieved from Thư viện Pháp luật: https://thuvienphapluat.vn/hoi-dap-phap-luat/24E70-hd-mang-xa-hoi-la-gi.html

[39] Zhan, X., Abdi, N., Seymour, W., & Such, J. (2024). Healthcare Voice AI Assistants: Factors Influencing Trust and Intention to Use. Proceedings of the ACM on Human-Computer Interaction, 8(CSCW1), 1–37. https://doi.org/10.1145/3637339

[40] Zhou, T., & Wu, X. (2024). Examining user migration intention from social Q&A communities to generative AI. Humanities and Social Sciences Communications, 11(1), 1–10. https://doi.org/10.1057/s41599-024-03540-1

Abstract

References

How to cite