Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation

Abstract

Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers). The results showed the following: (1) the emotional response to advertising on social media had a positive influence on brand evaluation; and (2) consumer trust had a positive influence on brand evaluation and emotional response to advertisements on social media. It is possible to conclude that consumer trust is the key variable to a positive emotional response to advertisements on social media and to a positive brand evaluation. Finally, this study demonstrates that companies must measure the emotional response to advertising in their social media activities as a way of enhancing brand evaluation.

The Influence of Political Messages on User Engagement within Social Media Environments

“…The design of this study was based on the proposed steps by (Hahn, Scherer, Basso, & dos Santos, 2016), which used cross-sectional survey methods. The data collection was divided into two parts.…”

“…The second part was more exploratory presenting scales that will evaluate trust, negative and positive interpretations of political messages. A Likert scale was used, where respondents completed the scales in degrees of agreement from 1 (strongly disagree) to 5 (strongly agree) (Hahn, Scherer, Basso, & dos Santos, 2016). Before survey collection began, an application to the Institutional Review Board (IRB) was submitted and approved.…”

“…Ha (2004) found that trust was significant in building brand relationships. Hahn et al (2016) found that brand trust was linked to an emotional response to advertisements. In the case of this study, advertisements would be political messages.…”

Humor Incongruente, Efetividade da Propaganda e as Mulheres: Um Experimento no Facebook

“…Em outras palavras, é preciso ir além do teste com humor e sem humor, colocando atenção nos efeitos de cada dimensão do humor sobre o comportamento do consumidor. Sabendo-se que, no Brasil, conteúdos de cunho emocional são bem recebidos pelo público, gerando avaliações positivas (Hahn, Scherer, Basso, & Santos, 2016;Rangel, Carneiro, Oliveira, & Monteiro, 2016), questiona-se se o humor incongruente teria a mesma resposta. Este estímulo tem impacto na efetividade das propagandas no Facebook com as consumidoras brasileiras?…”

“…Aos questionamentos supramencionados somou-se a necessidade de mensurar a efetividade das propagandas nas redes sociais (Nelson-Field et al, 2012), motivando trazer o engajamento ao debate, já que se trata de um indicador de desempenho que mede interações entre usuários e marcas (Souza, 2012). A literatura reconhece também que a propaganda no Facebook tem efeitos positivos na avaliação do consumidor (Hahn et al, 2016) e na intenção de compra (Rangel, Carneiro, Oliveira, & Monteiro, 2016), mas a forma como se atinge esses construtos é pouco explorada. Não se sabe os efeitos do humor na propaganda via Facebook, tampouco sobre a efetividade do humor incongruente neste contexto.…”