消费者对社交媒体广告态度的前因与后果

IF 2.6 Q1 ECONOMICS

Entrepreneurial Business and Economics Review Pub Date : 2023-06-23 DOI:10.25105/ber.v23i1.15203

M. H. Fikri, Renny Risqiani, Magister Management, Study Program, Universitas Trisakti

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引用次数: 0

摘要

社交媒体为商业和商业目的开发和创造了新的广告系统。之前的研究发现，许多因素会影响人们对社交媒体上广告的兴趣。本研究旨在探讨广告价值对社交媒体广告态度的影响，以及对社交媒体广告态度对品牌态度和购买意愿的影响。这项研究对267名经常通过社交媒体互动的受访者进行了调查。在smartPLS软件的帮助下，使用结构方程模型(SEM)对数据进行分析。结果表明，通过社交媒体投放的广告的可信度和个性化能够影响消费者对这些广告的态度。对社交媒体广告的态度会影响消费者对广告品牌的态度。此外，品牌态度对购买意愿的影响大于对SMA态度的影响。同时，感知激励和感知侵犯风险对社交媒体广告态度没有显著影响。关键词:广告价值，对社交媒体广告的态度，品牌态度，购买意愿

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Antecedents and Consequences of Consumer Attitudes towards Advertising on Social Media

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

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来源期刊

Entrepreneurial Business and Economics Review ECONOMICS-

CiteScore

7.20

自引率

7.90%

发文量

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).