Consumers' attitude toward Facebook advertising

Ferreira, Fatima; Barbosa, Belém

doi:10.1504/ijemr.2017.083552

Cited by 23 publications

(23 citation statements)

References 40 publications

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“…Second, promotional posts might demotivate some social media users from engaging with brand pages since they experience irritation by such intrusions (Ferreira and Barbosa, 2017;Taylor et al, 2011). These users might feel overwhelmed and ignore the brand page messages (Bright et al, 2015).…”

Section: Jrim 133mentioning

confidence: 99%

Young consumers’ motivational drivers of brand engagement behavior on social media sites

Florenthal

2019

JRIM

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Purpose A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM). Design/methodology/approach A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models). Findings After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented. Research limitations/implications The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs. Practical implications Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook. Originality/value A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.

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Section: Jrim 133mentioning

confidence: 99%

Young consumers’ motivational drivers of brand engagement behavior on social media sites

Florenthal

2019

JRIM

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“…Electronic word-of-mouth or eWOM refers to the sharing of positive or negative feedback about a product or brand on the internet (Ferreira & Barbosa 2017). The rise of eWOM has been attributed to the development of Web 2.0, which enables internet users to generate their own content, also known as 'user-generated content' or UGC (Kim & Johnson 2016;Zahra et al 2019).…”

Section: Electronic Word-of-mouthmentioning

confidence: 99%

“…The rise of eWOM has been attributed to the development of Web 2.0, which enables internet users to generate their own content, also known as 'user-generated content' or UGC (Kim & Johnson 2016;Zahra et al 2019). Through UGC shared via social networks, consumers are able to post reviews and make recommendations about products and services (Ferreira & Barbosa 2017;Kim & Johnson 2016). Facebook is the most widely used social network amongst South African consumers of all ages, with 17.6 million users.…”

Section: Electronic Word-of-mouthmentioning

confidence: 99%

The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Pillay

2021

Acta Commercii

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Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

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“…This trend of research is the most dominant. Twenty four articles (24% of the total) investigated the cognitive antecedents of SNSAs as perceived by SNSs' users (see Chi, 2011;Chu, 2011;Taylor, Lewin & Strutton, 2011;Kamal & Chu, 2012;Mir, 2012Beauchamp, 2013Yaakop, Marhana, and Khatijah, 2013;Gaber & Wright, 2014;Sabri & Michel, 2014;Celebi, 2015;Luna-Nevarez & Torres, 2015;Boerman & Kruikemeier, 2016;Can & Kaya, 2016;Jung et al, 2016;Kim, Jeong & Hwang, 2016;Shen et al, 2016;Singh, 2016;Walrave et al, 2016;Cole, DeNardin & Clow, 2017;Dondolo, 2017;Ferreira & Barbosa, 2017;Mukherjee & Banerjee, 2017;Tran, 2017;Wang & Haung, 2017).…”

Section: The Consumers' Attitude Towards Snsasmentioning

confidence: 99%

“…However, since 2016, scholars gave more intention to compare the impact of different ad-types on the consumers' responses to SNSAs (see. Boerman & Krunikemier, 2016;Kim, Jeong & Hwang, 2016;Jung et al, 2016;De Keyzer, Dens & Warlave, 2017;Ferreira & Barbosa, 2017;Tran, 2017;Zraouali et al, 2017;Kim, Seely & Jung;Tinko, 2017).…”

Section: The Effect Of Ad-typesmentioning

confidence: 99%

Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

Deraz¹

2019

17th International Conference on E-Society 2019

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A consequence of the growing number of the studies concerning ads on social networking sites, and the failure to provide an in-depth analysis of that stream of research is the need to adopt systematic approaches to assess and aggregate research outcomes. This article presents an up-to-date review of peer-reviewed relevant articles to consumers' responses to advertisements on SNSs. It helps to identify 100 relevant studies published in the period 2009-2017 from different management and social science fields; including marketing, advertising, communication, social science, and relationship management. It reflects six predominate research trends; 1) Antecedents of acceptance or avoidance of ads 2) Consumers' perception and assessment of ads' value 3) consumers' attitude towards ads 4) Consumers' purchase intention 5) Consumers' referral mechanism, and 6) Benefits gained. Also, the topics researched and major results, year of publication, journal, theoretical framework, research method, sampling, and means of analysis were examined for each article. It helps to provide an objective summary of research evidence on the antecedents of consumers' responses to ads on social networking sites. It concludes by offering an agenda for future studies.

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Consumers' attitude toward Facebook advertising

Cited by 23 publications

References 40 publications

Young consumers’ motivational drivers of brand engagement behavior on social media sites

Young consumers’ motivational drivers of brand engagement behavior on social media sites

The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

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