The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern

Jung, A-Reum

doi:10.1016/j.chb.2017.01.008

Cited by 196 publications

(145 citation statements)

References 43 publications

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“…There have been some existing studies on informativeness and intrusiveness and how such concerns may influence users' attitudes toward advertising and product purchase intentions [8][9][10][11][12][13][14][15][16]. Generally, informativeness is defined as the information value provided by media like texts, images, or videos [11] and intrusiveness is defined as the degree to which people deem the presentation of information as contrary to their goals [14].…”

Section: Short-video Advertisingmentioning

confidence: 99%

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Zhao

Wang

2020

IJERPH

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The rapid development of short-video social network platforms provides us with an opportunity to conduct health-related advertising and recommendation. However, so far, there are no empirical evidence on whether users are willing to accept health-related short-video advertisements. Here, acceptance refers to purchase intention, meaning that users will read short-video ads, share ads with others, or even open the product link embedded in ads to purchase the product. In this paper, we make the first attempt to model and quantify user acceptance of health-related short-video advertisements. Particularly, we propose a new research model that enhances the Technology Acceptance Model (TAM) with two new designs. First, we propose four new antecedents including social interaction, intrusiveness, informativeness, and relevance into the original TAM to reflect the features of short-video social networks. Second, we introduce two mediator variables including perceived usefulness and attitude so that we can better study how different factors affect user acceptance of health-related short-video ads. We perform a survey on the Internet and conduct an empirical analysis of the surveyed data. The results show that the four antecedents as well as the perceived ease of use have significant influences on perceived usefulness, attitude, and purchase intention. Further, perceived usefulness plays a valid mediating role in attitude and purchase intention. We also found that users’ perceived ease of use on health-related short-video ads cannot significantly predict users’ attitudes toward ads. This is a new finding in social media-oriented ads. Finally, we integrate the empirical findings and present reasonable suggestions for advertisers and marketers to promote health-related short-video ads.

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Section: Short-video Advertisingmentioning

confidence: 99%

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Zhao

Wang

2020

IJERPH

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“…An SM message, such as that encountered in Facebook advertising (Dehghani & Tumer, ; Louisa, ), refers to a message posted through an SM platform by a brand as a means of promoting its products and services (Jung, ; Louisa, ). In addition, it is a means of encouraging interactions between the brand and its consumers (De Vries, Gensler, & Leeflang, ; Louisa, ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…SM platforms enable consumers and users to become the followers of a particular brand wherein they can like, comment on, and share the promotional messages that appear on their SM platforms, as well as seeing who else has already behaved similarly towards the advertised message (De Vries et al, ). Correlative terms analogous to SM messages include brand messages (Rapp et al, ), web advertising (Brackett & Carr, ; Ducoffe, ), microblogging word of mouth messages (Hennig‐Thurau, Wiertz, & Feldhaus, ), SM advertising (Jung, ), and SMM (Ashley & Tuten, ; Chang et al, ). To gain success, a brand's SMM approach needs to generate robust feelings among users (Chen, Kim, & Lin, ).…”

Section: Literature Reviewmentioning

confidence: 99%

Developing effective social media messages: Insights from an exploratory study of industry experts

Majid

López

Megicks

et al. 2019

Psychology and Marketing

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As consumers are increasingly utilizing the social network and media platforms for prepurchase information, managers are confronted with producing effective social media messages that can favorably influence buyers' attitudes and behavioral intentions towards brands. A qualitative, in-depth, elite interview investigation with social media marketing experts was undertaken to develop awareness of the factors influencing the effectiveness of social media marketing. Adopting a thematic analysis approach, this study establishes the three overriding themes of interactivity, credibility, and infotainment as being valuable in determining how social media marketing can enhance brand performance. Attitude theory and the hierarchy-of-effects model is utilized to support understanding and explain the decision making of social media users in this context. Overall, this study provides managers with a thorough explanation of the effects of the identified core themes on social media attitudes and intentions. Implications for social media marketing theory and practice are presented based upon the depth and breadth of knowledge attained from the analysis of the expert interview data.

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“…The main reason behind rapidly increasing advertising on social media network is that customers can be targeted by their gender, age, schools/colleges, job title, living and working places, interests, and friends. Therefore, these demographic, geographic, and psychographic information provide personal information where we can target the consumers more precisely by their behavior (Jung, 2017). Hence it can be hypothesized: H2: Privacy concern is having a significant impact on negative experience.…”

Section: Literature Reviewmentioning

confidence: 99%

“…(Li & Huang, 2016). However according to the literature people perceived personalized ads as negative when the ad is highly personalized (Jung, 2017). However, the personalized ads give the negative experience based on the privacy concern.…”

Section: Perceived Personalization To the Negative Experiencementioning

confidence: 99%

A study on factors influencing online behavioral advertising avoidance (Oba): Special reference to Sri Lankan online advertising

Wijenayake¹,

Pathirana²

2019

10.5267/j.msl

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This paper aims to investigate the effect of goal impediment, privacy concern, perceived personalization on the online add avoidance behavior. This task is accomplished through the negative experience. The primary objective of the study is to identify the effects the said issues in Sri Lanka. The study is designed as a cross sectional study where the data was collected using a questionnaire and the sample size was 384. Collected data was analyzed through structural equation method in AMOS 22. All the hypotheses were supported by data. Therefore, it was concluded that goal impediment, privacy concern, perceived personalization had significant impacts on negative experience and negative experience had a significant impact on the online add avoidance behavior.

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The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern

Cited by 196 publications

References 43 publications

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Developing effective social media messages: Insights from an exploratory study of industry experts

A study on factors influencing online behavioral advertising avoidance (Oba): Special reference to Sri Lankan online advertising

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