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

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Abstract: Social media advertising effectiveness is a fundamental issue that remains poorly examined in academic research.The aim of this research is to investigate differences regarding user reactions to advertisements on Facebook. An onlines urvey of Facebook users was conducted to test the hypotheses. Originality, liking, credibility, and irritation have significant effects on consumers'attitudes toward the advertising, which in turn positively influences their purchase intention and recommendation of the brand. Moreover, advertisements driving visitors to the brand's Facebook page are less irritating, more original, credible, and liked than those driving them to the brand'swebsite. Managers could be guided by the results in deciding which features to place at brand posts to enhance their effectiveness. Other managerial and theoretical implications of the findings are identified, and future research directions are suggested.

Keywords: Ad Destination Advertising Effectiveness Attitude Credibility Intrusiveness Irritation Liking Online Advertising Originality Social Media; Ad Destination; Advertising Effectiveness; Attitude; Credibility; Intrusiveness; Irritation; Liking; Online Advertising; Originality; Social Media (search for similar items in EconPapers)
Date: 2022-05-19
New Economics Papers: this item is included in nep-mkt and nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-04139094
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Published in International Journal of Technology and Human Interaction, 2022, 18, pp.1 - 20. ⟨10.4018/ijthi.2022010106⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04139094

DOI: 10.4018/ijthi.2022010106

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