FACEBOOK ADVERTISING, RELATIONSHIP BETWEEN TYPES OF MESSAGE, BRAND ATTITUDE AND PERCEIVED BUYING RISK

Bogdan Anastasiei and Nicoleta Dospinescu
Additional contact information
Bogdan Anastasiei: ALEXANDRU IOAN CUZA UNIVERSITY, IASI, ROMANIA
Nicoleta Dospinescu: ALEXANDRU IOAN CUZA UNIVERSITY, IASI, ROMANIA

Annals - Economy Series, 2017, vol. 6, 18-26

Abstract: We are witnessing a spectacular growth in electronic commerce in recent years, although we cannot say that it has been without obstacles. Among the barriers mentioned by the literature are the lack of trust in online brands, the perceived purchase risk, the perception of the type of promotional message. More often than not, commercial Facebook posts influence brand image and brand trust, which can lead to an increased buying intention. Our research attempted to determine whether the type of commercial Facebook posts (paid or unpaid) and the type of post content (rational or emotional) influence message credibility, attitude towards the advertised brand and perceived purchase risk. The type of post appeared not to influence any of these variables, while the type of message significantly influenced the credibility and the perceived risk. The rational message generated more credibility, while the perceived purchase risk is higher for the emotional messages.

Keywords: Facebook advertising; brand attitude; perceived buying risk (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.utgjiu.ro/revista/ec/pdf/2017-06/02_Anastasiei.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2017:v:6:p:18-26

Access Statistics for this article

More articles in Annals - Economy Series from Constantin Brancusi University, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Ecobici Nicolae ( this e-mail address is bad, please contact ).