M. H. Fikri, Renny Risqiani, Magister Management, Study Program, Universitas Trisakti
{"title":"Antecedents and Consequences of Consumer Attitudes towards Advertising on Social Media","authors":"M. H. Fikri, Renny Risqiani, Magister Management, Study Program, Universitas Trisakti","doi":"10.25105/ber.v23i1.15203","DOIUrl":null,"url":null,"abstract":"Social media has developed and created new advertising systems for business and commerce purposes. Previous research found that many factors influence a person's interest in advertisements displayed on social media. This study aims to examine the effect of advertising value on attitudes towards social media advertising (SMA) and attitudes towards SMA on attitudes towards brands and purchase intentions. The study was conducted on 267 respondents who often interact through social media. Data were analyzed using Structural Equation Modeling (SEM) with the help of smartPLS software. The results showed that the trustworthiness and personalization of advertisements delivered through social media were able to influence consumer attitudes towards these advertisements. Attitudes towards social media advertising can influence consumer attitudes towards advertised brands. Furthermore, brand attitude has a greater influence on purchase intention than attitude towards SMA. Meanwhile, perceived incentives and perceived encroached risk have no significant effect on attitude to social media advertisement. \nKeywords: Advertising Value, Attitude to Social Media Advertising, Brand Attitude, and Purchase Intention","PeriodicalId":11726,"journal":{"name":"Entrepreneurial Business and Economics Review","volume":null,"pages":null},"PeriodicalIF":2.6000,"publicationDate":"2023-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Entrepreneurial Business and Economics Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.25105/ber.v23i1.15203","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ECONOMICS","Score":null,"Total":0}
引用次数: 0
Abstract
Social media has developed and created new advertising systems for business and commerce purposes. Previous research found that many factors influence a person's interest in advertisements displayed on social media. This study aims to examine the effect of advertising value on attitudes towards social media advertising (SMA) and attitudes towards SMA on attitudes towards brands and purchase intentions. The study was conducted on 267 respondents who often interact through social media. Data were analyzed using Structural Equation Modeling (SEM) with the help of smartPLS software. The results showed that the trustworthiness and personalization of advertisements delivered through social media were able to influence consumer attitudes towards these advertisements. Attitudes towards social media advertising can influence consumer attitudes towards advertised brands. Furthermore, brand attitude has a greater influence on purchase intention than attitude towards SMA. Meanwhile, perceived incentives and perceived encroached risk have no significant effect on attitude to social media advertisement.
Keywords: Advertising Value, Attitude to Social Media Advertising, Brand Attitude, and Purchase Intention
期刊介绍:
Entrepreneurial Business and Economics Review (EBER), as multi-disciplinary and multi-contextual journal, is dedicated to serve as a broad and unified platform for revealing and spreading economics and management research focused on entrepreneurship, individual entrepreneurs as well as particular entrepreneurial aspects of business. It attempts to link theory and practice in different sections of economics and management by publishing various types of articles, including research papers, conceptual papers and literature reviews. Our geographical scope of interests include Central and Eastern Europe and emerging markets, however we also welcome articles beyond this scope. The Journal accept the articles from the following fields: -Entrepreneurship and Business Studies (in particular entrepreneurship and innovation, strategic entrepreneurship, corporate entrepreneurship, entrepreneurship methodology, new trends in HRM and HRD as well as organizational behaviour, entrepreneurial management, entrepreneurial business, management methodology, modern trends in business studies and organization theory, policies promoting entrepreneurship, innovation, R&D and SMEs, education for entrepreneurship), -International Business and Global Entrepreneurship (especially international entrepreneurship, European business, and new trends in international business, IB methodology), -International Economics and Applied Economics (in particular the role of entrepreneurship and the entrepreneur in economics, international economics including the economics of the European Union and emerging markets, as well as Europeanization, new trends in economics, economics methodology).