Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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Social Media Advertising Effectiveness: A Conceptual Framework and Empirical Validation

  • Liguo Lou (E-commerce Interdisciplinary Department, Chonnam National University) ;
  • Joon Koh (College of Business Administration, Chonnam National University)
  • Received : 2018.04.11
  • Accepted : 2018.08.16
  • Published : 2018.09.29
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Abstract

In the era of Web 2.0, social media advertising can simultaneously stimulate consumers' brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers' affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers' attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better understanding of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.

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