Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity

2021 ◽  
pp. 1-22
Author(s):  
Haiyun Zhu ◽  
Mikyoung Kim ◽  
Yung Kyun Choi
Keyword(s):  
Social Media ◽  
Brand Familiarity ◽  
Social Media Advertising

Behavioral Implications of International Social Media Advertising: An Investigation of Intervening and Contingency Factors

2018 ◽  
Vol 26 (2) ◽  
pp. 43-61 ◽  
Author(s):  
Wesley J. Johnston ◽  
Shadab Khalil ◽  
Angelina Nhat Hanh Le ◽  
Julian Ming-Sung Cheng
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Moderating Effect ◽  
Theoretical Understanding ◽  
The Social ◽  
Media Types ◽  
Social Media Advertising ◽  
The Impact ◽  
Interaction Behaviors

Despite the rapid growth of social media and the enthusiasm surrounding social media advertising (SMA), scant theoretical and empirical knowledge exists on the cross-border effectiveness of SMA and its influence on consumer behavior in the social media environment. This research develops a four-stage belief–value–attitude–behavior framework to understand the intervening role of SMA value and attitude and reflect how consumers react to SMA across cultures and global social media types. The results confirm the mediating effects of value and attitude and reveal that positive attitude toward SMA increases social media–specific behaviors (i.e., message and social interaction behaviors). The moderating effect results of culture reveal a greater impact of infotainment on SMA value and of credibility on SMA value and attitude in the higher-uncertainty-avoidance culture. Infotainment has a larger effect on SMA value and attitude in global content community sites than in global social networking sites, but there is a reverse moderating effect on the impact of credibility. The research provides a better theoretical understanding of consumers’ behavioral responses to SMA in international marketplaces.

An Empirical Study on Determining the Effectiveness of Social Media Advertising

2020 ◽  
Vol 16 (2) ◽  
pp. 47-68 ◽  
Author(s):  
Taanika Arora ◽  
Bhawna Agarwal
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modelling ◽  
Confirmatory Factor ◽  
Social Media Advertising ◽  
The Impact ◽  
Self Administered Questionnaire

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.

scholarly journals Influence of social media advertising, e-marketing and product quality on the process of purchasing nature cosmetics

2019 ◽  
Vol 8 (5) ◽  
pp. 316-321
Author(s):  
Syawaluddin Syawaluddin ◽  
Joni Joni ◽  
Erwin Erwin
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Product Quality ◽  
Linear Regression Model ◽  
Multiple Linear Regression Model ◽  
Coefficient Of Determination ◽  
Environment Friendly ◽  
Social Media Advertising ◽  
North Sumatra

This study seeks to investigate the role of Social Media Advertising, E-Marketing, and Product Quality on Consumers’ Decision to Purchase Nature Cosmetics in North Sumatra-Indonesia partially and simultaneously. The data were analyzed using multiple Linear Regression model and coefficient of Determination. This research leads to the results that variables of Social Media Advertising, E-Marketing, and Product Quality simultaneously have a positive and significant impact on consumers’ decision in making purchases of Nature Cosmetics in North Sumatra-Indonesia and partially the variable of product quality is more dominant in consumers’ decision in purchasing Environment-friendly Cosmetics in North Sumatra-Indonesia. The coefficient of determination (R Square) shows that the variable of Social Media Advertising, E-Marketing, Product Quality is 0,593 or 59.3% while the remaining 40,7% is affected by other factors beyond the scope of this study.

Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign Case Study

2017 ◽  
Vol 21 (1) ◽  
pp. 26-32 ◽  
Author(s):  
Shanshan Lou
Keyword(s):  
Social Media ◽  
Data Analytics ◽  
Secondary Data ◽  
Research Direction ◽  
Future Research ◽  
Social Media Analytics ◽  
Advertising Campaign ◽  
Social Media Advertising

This paper presents a class case study of an assignment that asked students to use a Twitter follower report to design a Twitter advertising campaign. The purpose of this case study is to immerse students in a real social media environment and help them become familiar with analyzing social media data to develop advertising campaigns. Students' interview responses suggest that incorporating a project that requires social media analytics techniques in an advertising class can help them better understand the role of secondary research and database analysis in developing consumer profiles and making campaign decisions. The findings also suggest that students have a strong desire to work with secondary data in designing social media advertising campaigns. The advantages of data analytics should be further explored in advertising campaign classes to help students become successful campaign designers. Limitations and future research direction are also discussed.

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