Perceptions and Attitude Toward Advertising on Social Networks and Search Engines: A Comparative Analysis

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2020-09-15 DOI:10.1080/15332861.2020.1816325
Joao Falcao, P. Isaías
{"title":"Perceptions and Attitude Toward Advertising on Social Networks and Search Engines: A Comparative Analysis","authors":"Joao Falcao, P. Isaías","doi":"10.1080/15332861.2020.1816325","DOIUrl":null,"url":null,"abstract":"Abstract Excessive online advertising and the advent of its new media and formats, challenge the understanding of how to use them effectively in order to break the clutter. This study adopts a model that evaluates the effectiveness factors of the advertising in two online media – social networks and search engines – from the consumer’s perspective, namely how they perceive and assess advertising. A cross-sectional study was conducted based on an online questionnaire with a sample of 406 individuals. The results demonstrate that the consumers measure the value of advertising in social media based on perceived informativeness and entertainment, and in search engines on perceived informativeness and interactivity. In addition, perceived credibility has a more important role within social networks, and perceived irritation is processed differently in the two media. In turn, the mediating role of the perceived value in the relationship between determinants and attitude varies between the media. This study brings to light the effectiveness factors of online advertising, highlighting the moderating role that media play in the consumers response to advertising. Moreover, it provides important insights about the way companies should adapt their advertising messages to meet consumers' expectations in a web environment.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2020-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1816325","citationCount":"18","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Internet Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332861.2020.1816325","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 18

Abstract

Abstract Excessive online advertising and the advent of its new media and formats, challenge the understanding of how to use them effectively in order to break the clutter. This study adopts a model that evaluates the effectiveness factors of the advertising in two online media – social networks and search engines – from the consumer’s perspective, namely how they perceive and assess advertising. A cross-sectional study was conducted based on an online questionnaire with a sample of 406 individuals. The results demonstrate that the consumers measure the value of advertising in social media based on perceived informativeness and entertainment, and in search engines on perceived informativeness and interactivity. In addition, perceived credibility has a more important role within social networks, and perceived irritation is processed differently in the two media. In turn, the mediating role of the perceived value in the relationship between determinants and attitude varies between the media. This study brings to light the effectiveness factors of online advertising, highlighting the moderating role that media play in the consumers response to advertising. Moreover, it provides important insights about the way companies should adapt their advertising messages to meet consumers' expectations in a web environment.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
对社交网络和搜索引擎广告的认知和态度:比较分析
过多的网络广告及其新媒体和新业态的出现,挑战了人们对如何有效利用它们以打破混乱的认识。本研究采用一个模型,从消费者的角度来评估两种网络媒体——社交网络和搜索引擎——广告的有效性因素,即他们如何看待和评估广告。一项横断面研究是基于406人的在线问卷调查进行的。研究结果表明,消费者衡量社交媒体广告价值的标准是感知信息性和娱乐性,而衡量搜索引擎广告价值的标准是感知信息性和互动性。此外,感知到的可信度在社交网络中扮演着更重要的角色,而感知到的刺激在两种媒体中的处理方式不同。反过来,感知价值在决定因素与态度关系中的中介作用因媒介而异。本研究揭示了网络广告的有效性因素,强调了媒体在消费者对广告反应中的调节作用。此外,它还提供了重要的见解,说明公司应该如何调整他们的广告信息,以满足消费者在网络环境中的期望。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
期刊最新文献
Investigating Consumers’ Purchase Resistance Behavior to AI-Based Content Recommendations on Short-Video Platforms: A Study of Greedy And Biased Recommendations From Exclusion to Connection: The Role of Anthropomorphic Chatbots in Shaping Customer Responses Post-Social Exclusion A Bibliometric Analysis on Artificial Intelligence in Marketing: Implications for Scholars and Managers Proactive and Collaborative Strategies to Boost Customer-Brand Engagement and Experience: A Complexity Theory Approach How Does Conformity Shape Influencer Marketing in the Food and Beverage Industry? A Case Study in Vietnam
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1