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http://dx.doi.org/10.14400/JDC.2019.17.2.081

A causal model of the influence of the constituents of Facebook advertisement on the WOM intension: Ad fitness mediation effect  

Yu, Seung-Yeob (Dept. of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.17, no.2, 2019 , pp. 81-89 More about this Journal
Abstract
The purpose of this paper was to investigated the effect of the constituents of Facebook advertisement on ad fitness recognition and WOM intension. In addition, we confirmed the mediating effect of ad fitness recognition. For this purpose, data were collected for Facebook 371 users. The research method used factor analysis and covariance structure analysis. The results of this study were as follows: First, the advertising interest characteristics of Facebook ads had a significant effect on ad fitness and word-of-mouth intension. Second, personalized fit informational attributes of Facebook ads had a significant effect on ad fitness and WOM intension. Third, the perceived responsiveness had a significant effect on perceived fitness of advertisement and WOM intention. Fourth, perceived fitness recognition of Facebook advertisement had a significant effect on WOM intension. The results of this study provide consumers with information on what to consider when creating an identity advertisement and effective advertisement as Facebook advertisement.
Keywords
Facebook; ad fitness; WOM intention; ad effectiveness; Facebook ad;
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