Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers

Abstract

The main objective of this study is to develop the scale items of consumers' attitudes toward Facebook advertisements and to theorize consumers' attitudinal behaviour. To undertake this study, a research assistant was appointed, who is also an active member of Facebook, to introduce a message about the product Samsung Tab S, and to pass it to other members of their network. From this experiment, different members of their network participated in generating, passing, and receiving messages to develop a preliminary structured perception which was converted to generate scale items to 1 Corresponding Author 2 measure attitude. Then an independent empirical study was conducted among members of a social network to verify and validate these scale items and their underlying constructs. From the findings in this study, it is identified that attitudes toward social network advertisement, i.e., any effort to communicate messages about products among network members, who are also consumers of different products, is formed and persuaded by hedonic motivation (HM), source derogation (SD), self-concept (SC), message informality (MI), and experiential messages (EM).

The effect of characteristics of source credibility on consumer behaviour: A meta-analysis

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Toward a Conceptual Model for Examining the Role of Social Media on Social Customer Relationship Management (SCRM) System

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Perceived helpfulness of eWOM: Emotions, fairness and rationality

“…eWOM is defined as "the dynamic and ongoing information exchange process between potential, actual, or former consumers regarding a product, service, brand or company, which is available to a multitude of people and institutions via the Internet" (Ismagilova et al, 2017, p.18). Studies have found positive relationships between eWOM and information adoption (Chang & Wu, 2014;Wang et al, 2015), change in attitude (Hsu et al, 2013;Huang & Korfiatis, 2015;Martin & Lueg, 2013;Pan & Chiou, 2011;Shareef et al, 2018), purchase intention (Bi et al, 2017;Chen et al, 2016;Hernandez & Handan, 2014;Pappas, 2016;Pereira et al, 2016;Plotkina & Munzel, 2016;Pookulangara & Koesler, 2011;Sweeney et al, 2014;Weisstein et al, 2017) and sales of products/services (Blal & Sturman, 2014;Cadario, 2014;Eslami & Ghasemaghaei, 2018;. However, information overload from vast quantities of eWOM can cause confusion and result in a negative effect on purchase intention (Furner & Zinko, 2017;Singh et al, 2017).…”