What affects users to click social media ads and purchase intention? The roles of advertising value, emotional appeal and credibility

Abstract

PurposeThis study is based on a web-based advertising value model, adding emotional appeal, advertising credibility, advertising clicks, product evaluation and incentive to examine the impact on consumers' product evaluation and purchase intention.Design/methodology/approachIn total, 313 valid online questionnaires were collected from those who had browsed the social media advertisement.FindingsThe results show that advertising credibility and emotional appeal have a higher impact on advertising attitude than informativeness and irritation in the original web-based advertising value model.Research limitations/implicationsThe findings strengthen the literature on the antecedents of advertising attitude in social media context, confirming advertising clicks as a predictor of product evaluation, and determining that advertising attitude, product evaluation and incentive play key roles as predictors of consumer purchase intention.Practical implicationsThe findings are particularly relevant to advertising marketing managers. In the context of social media advertising, the advertising credibility of consumers is the key to increasing consumers' willingness to purchase. Advertisers must establish a good advertising reputation to consumers in the social media context.Originality/valueThis study combines the web-based advertising value model, advertising clicks, product evaluation and incentive to investigate the factors that influence customers' purchase decisions in the context of social media.

How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective

“…In terms of advertising value, previous research has used entertainment, informativeness, and irritation as constructs of advertising value [21,26]. However, traditional advertising value constructs are not entirely appropriate for the social media advertising context due to the differences between social and traditional media [10]. Therefore, in addition to the traditional constructs of advertising effectiveness, new constructs are needed to explain SNS users' positive response behavior (i.e., empathy expression).…”

“…Thus, the primary purpose of advertising information is to provide consumers with information about new products or services. Previous research has shown that information is essential for developing consumers' attitudes toward e-commerce websites [13] and social media advertisements [10,20]. Lee and Koo [45] believe that informational advertisements on social media will attract users' attention and affect users' attitudes to form positive responses.…”

“…Similarly, from a social media perspective, researchers have defined the possibility of a user's "Like" clicking behavior as an empathy intention [6,54]. Chen et al [10] found a meaningful positive connection between attitude and the consideration of ad clicks. If consumers strongly believe it is valuable to express support for an engaging ad by clicking 'Like', they will undoubtedly feel inclined to click 'Like' or share it with friends without hesitation.…”

“…They are important for measuring social media advertising effectiveness [9]. An effective ad that can elicit positive perceptions and reactions from SNS users would likely generate advertising effectiveness and, thus, greater sales, resulting in a high return on investment in SNS advertising campaigns [10].…”

“…Previous scholars have predominantly adopted Ducoffe's [11] web-based advertising value model to investigate SNS users' attitudes toward advertising [12][13][14][15], yet research on positive user responses to social media ads is still relatively insufficient [10]. Lee and Hong [6] believe that in social media, just discussing user advertising attitudes is not enough to explain users' views on advertising fully.…”