Social Media Advertising Effectiveness: The Role of Perceived originality, Liking, Credibility, Irritation, Intrusiveness, and Ad destination

Efficacité de la publicité sur les réseaux sociaux: le rôle de l'originalité perçue, de l'appréciation, de la crédibilité, de l'irritation, de l'intrusion et de la destination de l'annonce

Jean-Éric Pelet () and Saïd Ettis
Additional contact information
Jean-Éric Pelet: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Saïd Ettis: University of Jeddah

Post-Print from HAL

Abstract: Social media advertising effectiveness is a fundamental issue that remains poorly examined in academicresearch.Theaimofthisresearchistoinvestigatedifferencesregardinguserreactionsto advertisementsonFacebook.AnonlinesurveyofFacebookuserswasconductedtotestthehypotheses. Originality,liking,credibility,andirritationhavesignificanteffectsonconsumers'attitudestoward theadvertising,whichinturnpositivelyinfluencestheirpurchaseintentionandrecommendationof thebrand.Moreover,advertisementsdrivingvisitorstothebrand'sFacebookpagearelessirritating, moreoriginal,credible,andlikedthanthosedrivingthemtothebrand'swebsite.Managerscouldbe guidedbytheresultsindecidingwhichfeaturestoplaceatbrandpoststoenhancetheireffectiveness. Other managerial and theoretical implications of the findings are identified, and future research directionsaresuggested.

Keywords: Social Media; Ad Destination; Advertising Effectiveness; Attitude; Credibility; Intrusiveness; Irritation; Liking; Online Advertising; Originality (search for similar items in EconPapers)
Date: 2022-05-19
Note: View the original document on HAL open archive server: https://hal.science/hal-04139083
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in International Journal of Technology and Human Interaction, 2022, 18, pp.1 - 20. ⟨10.4018/ijthi.2022010106⟩

Downloads: (external link)
https://hal.science/hal-04139083/document (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:hal:journl:hal-04139083

DOI: 10.4018/ijthi.2022010106

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().