Consumer Attitudes Toward Social Network Advertising

Luna-Nevarez, Cuauhtémoc; Torres, Ivonne M.

doi:10.1080/10641734.2014.912595

Cited by 60 publications

(51 citation statements)

References 38 publications

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“…Therefore, advertisements may participate a key position in convincing, enlightening and deliberate both probable and existing consumers towards changing their attitude which consequences positive intention (Bisht, 2013, Luna-Nevarez andTorres, 2015). Therefore, advertising appeal takes part in the significant and visible change in the attitude by shaping imaginings and ambitions which help individuals to take conscious behavioral decisions.…”

Section: Review Of Literaturementioning

confidence: 99%

Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm

Raza¹,

Bakar²,

Mohamad³

2018

JBRMR

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Studies IntroductionStudies have indicated that not only attitude predict the behavioral intention, in fact, recent studies based on planned behavioral intention framework have outlined many antecedents of behavioral intention (Kenney and Khanfar, 2009). Therefore, scholar such as Walden (2012) has called more studies to identify the underlying attitude process variables linking advertising appeal and behavioral outcomes in advertising. To date, the direct and indirect effect of attitude on behavioral intention remains lacking in term of empirical evidence in advertising studies. In fact, previous studies assume that attitude is directly link to advertising appeal and the behavioral intention specifically in the attitude towards advertising brand or product (Zarantonello and Schmitt, 2010). The recent direction in advertising appeal studies suggests that attitude might be the underlying mechanisms that link advertising appeal and behavioral intention. However, it remains lack of the systematic inquiry in explaining the mediation of the attitude to predict the behavioral intention and its association with the advertising appeals (Zarantonello and Schmitt, 2010).Ajzen (1991) Theory of Planned Behavior (TPB) has been criticized in several meta-analyses (see Armitage and Conner, 2001, Glasman and Albarracín, 2006, Sniehotta, Presseau, and Araújo-Soares, 2014 as attitude explaining only 27% to 39% of the variance in predicting behavioral intentions. Mullan, Wong, and Kothe, (2013) assert that the other key antecedents of behavioral intentions need to be accounted for further investigation to clarify the part of the attitude. Many studies assume that advertising appeal due to its persuasion characteristic can be one of the antecedents in predicting intention (Ajzen, 2014, Cranoand Prislin, 2008, Sniehotta, 2009. However, previous studies remain unclear in explaining attitude as the underlying mechanisms within the framework of the (TPB). Thus, this current study contributes to

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Section: Review Of Literaturementioning

confidence: 99%

Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm

Raza¹,

Bakar²,

Mohamad³

2018

JBRMR

View full text Add to dashboard Cite

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“…In particular, previous research also suggested that the TAM model is used to explain behavior based on the use of social networking sites (Lee et al, 2012;Cuauhtemoc & Ivonne, 2015;Ainin, Naqshbandi, Moghavvemi, & Jaafar, 2015).…”

Section: Technology Acceptance Model (Tam)mentioning

confidence: 99%

“…The TAM is able to explain more than 40% of users' behavioral intentions to accept new technology (Cuauhtemoc & Ivonne, 2015;Legris, Ingham, & Collerette, 2003). The important contribution to develop measurement of the TAM is to identify two important factors belonging to belief: perceived ease of use (PEOU) and perceived usefulness (PU).…”

Section: Technology Acceptance Model (Tam)mentioning

confidence: 99%

“…Therefore, the attitude causally links beliefs and behavior in the beliefattitude-intention-behavior relationships. Consequently, Davis proposed TAM for explaining and predicting user acceptance of an information system (IS) (Shih, 2004;Lee et al, 2012;Cuauhtemoc & Ivonne, 2015).…”

Section: Technology Acceptance Model (Tam)mentioning

confidence: 99%

“…Because of the development and spread of the SNS, enterprises has promoted their brand to the target market through various forms such as banner ads (banner ads, animation, video), classified ads, brand pages (e.g. Facebook fan-pages), advertising events, poll / survey ads (Cuauhtemoc & Ivonne, 2015). In event-marketing domain, SNS has considered as an important tool in the marketing efforts of companies.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Proposing an Extension of the Technology Acceptance Model to Explain Facebook User Acceptance of Facebook Event Page

Phuong¹,

Vinh²

2017

ASS

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The emergence and growth of social media today has changed the way that people communicate and interact with each other. Thus, social media has considered as an effective tool in the marketing campaign. In regard to event marketing, event planners and organizers use social media (e.g. social network sites) as an important marketing medium to increase the number of potential attendees to visit the events. However, the major challenge to event marketers is to fully understand the process of how social media marketing gain special event customers' acceptance. This study chose Facebook event page as study context and applied the technology acceptance model (TAM) as theoretical foundation. In addition, this paper synthesizes the theoretical basis of the event marketing, emotional factors, perceived relevance and its application to social media (e.g., Facebook event page) from previous studies. The study aims to come out with a conceptual model (extended TAM) which explains fully inner-mechanism of the relationships among variables: (1) the emotions that online fansexpress on Facebook affect their acceptance of the Facebook event page as a legitimate marketing tool; (2) perceived relevance from user perspective influence their acceptance of the Facebook event page; (3) this "acceptance" mechanism has an impact on fans' intentions to attend the event.

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