Lluc Vila-Boix, Alicia Blanco-González, Giorgia Miotto, Felipe Hernández-Perlines
{"title":"社交媒体广告对品牌合法性的影响","authors":"Lluc Vila-Boix, Alicia Blanco-González, Giorgia Miotto, Felipe Hernández-Perlines","doi":"10.1007/s11365-023-00939-1","DOIUrl":null,"url":null,"abstract":"<p>Social networks are considered by entrepreneurs as platforms for spreading promotional messages to their desired audiences. In fact, there has been an increasing concern among users regarding the potential negative and abusive exposure of personal data and private space, but entrepreneurs have not taken the necessary steps to prevent this phenomenon. Despite the fact that users are becoming increasingly accustomed to invasive technological services, the lack of trust in data protection policies and personal space violations in social networks are now common topics for both users and the media and an interesting field of entrepreneurship research. The objective of this research is to analyze how social network advertisements affect user privacy and intimacy concerns and influence perceptions of entrepreneurial legitimacy. Using a sample of 400 Instagram users and applying a structural equation system, this research contributes to institutional theory by revealing how intimacy and privacy in social networks affect the three dimensions of legitimacy, namely, the cognitive, moral and pragmatic dimensions. Pragmatic and cognitive legitimacy are more important for purchase intentions than moral legitimacy since the usefulness perceived by users of well-targeted advertisements is more important than the individual moral acceptance of the excessive entrepreneurial intrusiveness. In terms of managerial implications, the findings highlight the importance of effective and transparent communication strategies to inform users about the positive impact of social network marketing on their decision-making process when choosing the best product, despite the loss of privacy and intimacy.</p>","PeriodicalId":48058,"journal":{"name":"International Entrepreneurship and Management Journal","volume":null,"pages":null},"PeriodicalIF":6.2000,"publicationDate":"2023-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The impact of social media advertising on brand’ legitimacy\",\"authors\":\"Lluc Vila-Boix, Alicia Blanco-González, Giorgia Miotto, Felipe Hernández-Perlines\",\"doi\":\"10.1007/s11365-023-00939-1\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>Social networks are considered by entrepreneurs as platforms for spreading promotional messages to their desired audiences. In fact, there has been an increasing concern among users regarding the potential negative and abusive exposure of personal data and private space, but entrepreneurs have not taken the necessary steps to prevent this phenomenon. Despite the fact that users are becoming increasingly accustomed to invasive technological services, the lack of trust in data protection policies and personal space violations in social networks are now common topics for both users and the media and an interesting field of entrepreneurship research. The objective of this research is to analyze how social network advertisements affect user privacy and intimacy concerns and influence perceptions of entrepreneurial legitimacy. Using a sample of 400 Instagram users and applying a structural equation system, this research contributes to institutional theory by revealing how intimacy and privacy in social networks affect the three dimensions of legitimacy, namely, the cognitive, moral and pragmatic dimensions. Pragmatic and cognitive legitimacy are more important for purchase intentions than moral legitimacy since the usefulness perceived by users of well-targeted advertisements is more important than the individual moral acceptance of the excessive entrepreneurial intrusiveness. In terms of managerial implications, the findings highlight the importance of effective and transparent communication strategies to inform users about the positive impact of social network marketing on their decision-making process when choosing the best product, despite the loss of privacy and intimacy.</p>\",\"PeriodicalId\":48058,\"journal\":{\"name\":\"International Entrepreneurship and Management Journal\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":6.2000,\"publicationDate\":\"2023-12-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Entrepreneurship and Management Journal\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1007/s11365-023-00939-1\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Entrepreneurship and Management Journal","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s11365-023-00939-1","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
The impact of social media advertising on brand’ legitimacy
Social networks are considered by entrepreneurs as platforms for spreading promotional messages to their desired audiences. In fact, there has been an increasing concern among users regarding the potential negative and abusive exposure of personal data and private space, but entrepreneurs have not taken the necessary steps to prevent this phenomenon. Despite the fact that users are becoming increasingly accustomed to invasive technological services, the lack of trust in data protection policies and personal space violations in social networks are now common topics for both users and the media and an interesting field of entrepreneurship research. The objective of this research is to analyze how social network advertisements affect user privacy and intimacy concerns and influence perceptions of entrepreneurial legitimacy. Using a sample of 400 Instagram users and applying a structural equation system, this research contributes to institutional theory by revealing how intimacy and privacy in social networks affect the three dimensions of legitimacy, namely, the cognitive, moral and pragmatic dimensions. Pragmatic and cognitive legitimacy are more important for purchase intentions than moral legitimacy since the usefulness perceived by users of well-targeted advertisements is more important than the individual moral acceptance of the excessive entrepreneurial intrusiveness. In terms of managerial implications, the findings highlight the importance of effective and transparent communication strategies to inform users about the positive impact of social network marketing on their decision-making process when choosing the best product, despite the loss of privacy and intimacy.
期刊介绍:
The International Entrepreneurship and Management Journal (IEMJ) publishes high quality manuscripts dealing with entrepreneurship, broadly defined, and the management of entrepreneurial organizations. The journal will expand the study of entrepreneurship and management by publishing innovative articles based on different perspectives using a variety of methodological approaches and showing the practical implications of the research for its readership. IEMJ is unique; providing a multi-disciplinary forum for researchers, scholars, consultants, entrepreneurs, businessmen, managers and practitioners in the field of entrepreneurship. The journal covers the relationship between management and entrepreneurship including both conceptual and empirical papers, leading to an improvement in the understanding of international entrepreneurial perspectives of the organisations concerned. Entrepreneurial studies are important in creating new economic activity that in turn increases innovation, employment, economic wealth and growth. The journal focuses on the diverse and complex characteristics of entrepreneurship in SMEs and large companies in local, regional, national or international markets that lead to competitiveness in the face of the effects of globalization. Though preference will be given to manuscripts that are international in scope, papers focused on domestic contexts and issues are welcome also, in order to facilitate the sharing of knowledge and potential generalizability of findings worldwide. IEMJ will publish original papers which contribute to the advancement of the field of entrepreneurship and the interface between management and entrepreneurship, as well as articles on business corporate strategy and government economic policy. On occasions, the journal will also feature case studies of successful firms or other cases having important practical implications. The journal places great emphasis on the quality of the papers it publishes. Submission of a paper will imply that it contains original unpublished work and is not being submitted for publication elsewhere. Officially cited as: Int Entrep Manag J