What suitable conceptual model could be adopted to provide a clear picture covering the main aspects of social media advertising?

The Effect of Social Media Advertising Features on Customer’s Purchase Intention: A Case Study in The Kurdistan of Iraq

OTHER INFORMATION
The factors of social media advertising that focusing on are the six followings: performance expectancy, hedonic motivation, habit, interactivity, informativeness, and perceived relevance.
The research questions are
1. What suitable conceptual model could be adopted to provide a clear picture covering the main aspects of social media advertising?
2. What main aspects of social media advertising could indicate the customer’s purchase intention?