Pub Date : 2023-11-14DOI: 10.1080/10496491.2023.2279765
David E. Williams, Breanna Pochipinski, Michaela MacDonald, Jane Caulfield
{"title":"The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z’s Perception of Them","authors":"David E. Williams, Breanna Pochipinski, Michaela MacDonald, Jane Caulfield","doi":"10.1080/10496491.2023.2279765","DOIUrl":"https://doi.org/10.1080/10496491.2023.2279765","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"87 11","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139277694","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-14DOI: 10.1080/10496491.2023.2279774
Mariko Morimoto
AbstractThis study examined the effects of personal information types and brand familiarity on Japanese consumers’ perceived brand trust, privacy concerns, and anxiety about personal information disclosure to marketers. It also investigated how the cultural dimensions of Japanese consumers affect the relationships between privacy concerns, perceived brand trust, and personal information disclosure outcomes. The results of an online experiment (n = 771) showed that neither personal information requested nor brand familiarity affected Japanese consumers’ anxiety about personal information disclosure. However, cultural factors, namely uncertainty avoidance and independent self-construal, moderated the relationship between brand trust and anxiety regarding personal information disclosure to marketers.Keywords: information disclosureculturebrand trustcommunication privacy managementJapanese consumers Ethics statementThis research was approved by the Ethics Review Committee on Research with Human Subjects of Waseda University (#2022-024).Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by JSPS KAKENHI under Grant-in-Aid for Scientific Research (C) Grant Number: 20K01975.
{"title":"The Association between Brand Trust, Familiarity and Personal Information Disclosure: A Case of Japanese Consumers","authors":"Mariko Morimoto","doi":"10.1080/10496491.2023.2279774","DOIUrl":"https://doi.org/10.1080/10496491.2023.2279774","url":null,"abstract":"AbstractThis study examined the effects of personal information types and brand familiarity on Japanese consumers’ perceived brand trust, privacy concerns, and anxiety about personal information disclosure to marketers. It also investigated how the cultural dimensions of Japanese consumers affect the relationships between privacy concerns, perceived brand trust, and personal information disclosure outcomes. The results of an online experiment (n = 771) showed that neither personal information requested nor brand familiarity affected Japanese consumers’ anxiety about personal information disclosure. However, cultural factors, namely uncertainty avoidance and independent self-construal, moderated the relationship between brand trust and anxiety regarding personal information disclosure to marketers.Keywords: information disclosureculturebrand trustcommunication privacy managementJapanese consumers Ethics statementThis research was approved by the Ethics Review Committee on Research with Human Subjects of Waseda University (#2022-024).Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by JSPS KAKENHI under Grant-in-Aid for Scientific Research (C) Grant Number: 20K01975.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"32 38","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134954460","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-12DOI: 10.1080/10496491.2023.2279768
Yang Feng, Quan Xie
AbstractGuided by previous literature on social norms and influencer marketing, we explored the relationship between algorithm-related influencer following norms and influencer marketing effectiveness. To fulfill the research goal, we surveyed 475 qualified Instagram influencer followers who use Instagram, follow at least one influencer on Instagram currently, and have encountered the influencer’s product recommendations. Using PLS-based structural equation modeling, we found that people’s influencer following norms played a significant role in shaping influencer endorsement effectiveness (e.g. influencer following gratifications, perceived influencer characteristics, and effectiveness of influencer product recommendation). Moreover, people’s exposure to the algorithmic social media environment (i.e. suggested and top posts provided by Instagram’s recommendation algorithms) is related to their perceived influencer following norms. We provide implications and future research directions.Keywords: influencer marketingalgorithmic social mediainfluencer following normsinfluencer following gratificationsinfluencer characteristics Disclosure StatementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by the Southern Methodist University Meadows Faculty Development Grant.
{"title":"Influencer Marketing in Web 3.0: How Algorithm-Related Influencer following Norms Affect Influencer Endorsement Effectiveness","authors":"Yang Feng, Quan Xie","doi":"10.1080/10496491.2023.2279768","DOIUrl":"https://doi.org/10.1080/10496491.2023.2279768","url":null,"abstract":"AbstractGuided by previous literature on social norms and influencer marketing, we explored the relationship between algorithm-related influencer following norms and influencer marketing effectiveness. To fulfill the research goal, we surveyed 475 qualified Instagram influencer followers who use Instagram, follow at least one influencer on Instagram currently, and have encountered the influencer’s product recommendations. Using PLS-based structural equation modeling, we found that people’s influencer following norms played a significant role in shaping influencer endorsement effectiveness (e.g. influencer following gratifications, perceived influencer characteristics, and effectiveness of influencer product recommendation). Moreover, people’s exposure to the algorithmic social media environment (i.e. suggested and top posts provided by Instagram’s recommendation algorithms) is related to their perceived influencer following norms. We provide implications and future research directions.Keywords: influencer marketingalgorithmic social mediainfluencer following normsinfluencer following gratificationsinfluencer characteristics Disclosure StatementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by the Southern Methodist University Meadows Faculty Development Grant.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"39 12","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135037034","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-09DOI: 10.1080/10496491.2023.2279773
Yunmi Choi, Sungwook Shim, Minhee Jeon
AbstractWith video-based social media platforms such as TikTok and Douyin gaining increasing popularity among young people, it is imperative for advertisers and social media practitioners to understand the role of these platforms before placing an advertisement. This experimental study examined four social media platforms (TikTok and Facebook for American users, and Douyin and WeChat for Chinese users) to analyze how young social media users perceive advertisements on each platform. The findings showed that social media users in the US are more critical of video advertisements on TikTok than on Facebook. In addition, the study found that American users are more generous than their Chinese counterparts while rating the personalities featured in advertised brands.Keywords: TikTokDouyinsocial media advertisingbrand personalitybrand youngnesswillingness to sharepurchase intention Disclosure statementNo potential conflict of interest was reported by the author(s).
{"title":"The Younger, the TikToker: Investigating Social Media Ad Platforms for Young American and Chinese Users","authors":"Yunmi Choi, Sungwook Shim, Minhee Jeon","doi":"10.1080/10496491.2023.2279773","DOIUrl":"https://doi.org/10.1080/10496491.2023.2279773","url":null,"abstract":"AbstractWith video-based social media platforms such as TikTok and Douyin gaining increasing popularity among young people, it is imperative for advertisers and social media practitioners to understand the role of these platforms before placing an advertisement. This experimental study examined four social media platforms (TikTok and Facebook for American users, and Douyin and WeChat for Chinese users) to analyze how young social media users perceive advertisements on each platform. The findings showed that social media users in the US are more critical of video advertisements on TikTok than on Facebook. In addition, the study found that American users are more generous than their Chinese counterparts while rating the personalities featured in advertised brands.Keywords: TikTokDouyinsocial media advertisingbrand personalitybrand youngnesswillingness to sharepurchase intention Disclosure statementNo potential conflict of interest was reported by the author(s).","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" 5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135291199","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-09DOI: 10.1080/10496491.2023.2279771
Mohammad Olfat, Melika Nasir, Sina Shokoohyar, Sajjad Shokouhyar
AbstractAlthough there are several recent studies regarding the role that online social networks (SNs) bloggers can play in the success or failure of today’s businesses, the ways by which they can actively influence their follower’s purchase behavior still needs further investigation. Thus, this study aims to examine how bloggers’ interactive practices (BIPs) have a positive effect on their followers’ intentions to purchase the products promoted by them by the mediating roles of bloggers’ credibility and followers’ para-social interactions. This study drew on three well-formulated theories (i.e. social cognitive theory, theory of reasoned action, and social learning theory) to design its conceptual framework. To this end, this study surveyed 548 female followers of 12 female bloggers on Instagram, operating in Iran. This research has used the PLS-based structural equations modeling to evaluate the validity of its measurement and structural models. The results of this research show that BIPs improve followers’ attitudes toward bloggers’ credibility in two dimensions of “expertise” and “reliability”. Followers’ attitudes toward bloggers’ credibility play an important role in reinforcing their para-social interactions with bloggers. Followers’ para-social interactions play a role in fortifying their intentions to purchase the products promoted by bloggers. The most significant empirical contribution of this study is that it explains the interactive practices taken by bloggers into account strengthen the purchase demands of their followers. Therefore, bloggers due to their ability to influence people’s purchase intentions are a challenge for today’s businesses, which must be transformed from a potential threat to an actual opportunity.Keywords: influencer marketingBloggers’ interactive practices (BIPs)bloggers’ credibilityfollowers’ para-social interactionsfollowers’ purchase intentionssocial cognitive theorytheory of reasoned actionsocial learning theory Disclosure statementNo potential conflict of interest was reported by the author(s).
{"title":"Bloggers’ Interactive Practices and Their followers’ Purchase Intentions: The Mediating Roles of Perceived Credibility and followers’ Para-Social Interactions","authors":"Mohammad Olfat, Melika Nasir, Sina Shokoohyar, Sajjad Shokouhyar","doi":"10.1080/10496491.2023.2279771","DOIUrl":"https://doi.org/10.1080/10496491.2023.2279771","url":null,"abstract":"AbstractAlthough there are several recent studies regarding the role that online social networks (SNs) bloggers can play in the success or failure of today’s businesses, the ways by which they can actively influence their follower’s purchase behavior still needs further investigation. Thus, this study aims to examine how bloggers’ interactive practices (BIPs) have a positive effect on their followers’ intentions to purchase the products promoted by them by the mediating roles of bloggers’ credibility and followers’ para-social interactions. This study drew on three well-formulated theories (i.e. social cognitive theory, theory of reasoned action, and social learning theory) to design its conceptual framework. To this end, this study surveyed 548 female followers of 12 female bloggers on Instagram, operating in Iran. This research has used the PLS-based structural equations modeling to evaluate the validity of its measurement and structural models. The results of this research show that BIPs improve followers’ attitudes toward bloggers’ credibility in two dimensions of “expertise” and “reliability”. Followers’ attitudes toward bloggers’ credibility play an important role in reinforcing their para-social interactions with bloggers. Followers’ para-social interactions play a role in fortifying their intentions to purchase the products promoted by bloggers. The most significant empirical contribution of this study is that it explains the interactive practices taken by bloggers into account strengthen the purchase demands of their followers. Therefore, bloggers due to their ability to influence people’s purchase intentions are a challenge for today’s businesses, which must be transformed from a potential threat to an actual opportunity.Keywords: influencer marketingBloggers’ interactive practices (BIPs)bloggers’ credibilityfollowers’ para-social interactionsfollowers’ purchase intentionssocial cognitive theorytheory of reasoned actionsocial learning theory Disclosure statementNo potential conflict of interest was reported by the author(s).","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" 10","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135290673","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-09DOI: 10.1080/10496491.2023.2279769
A.K. Fazeen Rasheed, Janarthanan Balakrishnan
AbstractConsumer minimalism has emerged as a significant trend influencing purchasing decisions in the evolving landscape of consumer behavior. However, minimalism is well acknowledged across various disciplines, very limitedly explored in tourism literature, especially in the context of shared services in the tourism industry. Based on this knowledge gap, this study proposes an integrative theoretical framework using the value-attitude-behavior theory and the theory of planned behavior to investigate the impact of minimalism on the purchase behavior of shared services. The data collected from 454 tourists with previous experience using sharing economy-based services implies that consumer minimalism profoundly influences purchase behaviors within shared services. Furthermore, Regional brand identity significantly impacts the relationship between consumer minimalism and behavioral intention. The results add substantially to the existing knowledge in the value-attitude-behavior theory and the Theory of Planned Behavior. The results will also help tourism managers and marketers frame policies to meet tourists’ backgrounds and value systems.Keywords: sharing economyconsumer minimalismminimalistic behavioractual behaviorregional brand identity Disclosure statementThe authors have declared no conflicts of interest.
{"title":"Sharing More, Owning Less: How Consumer Minimalism Drives the Sharing Economy","authors":"A.K. Fazeen Rasheed, Janarthanan Balakrishnan","doi":"10.1080/10496491.2023.2279769","DOIUrl":"https://doi.org/10.1080/10496491.2023.2279769","url":null,"abstract":"AbstractConsumer minimalism has emerged as a significant trend influencing purchasing decisions in the evolving landscape of consumer behavior. However, minimalism is well acknowledged across various disciplines, very limitedly explored in tourism literature, especially in the context of shared services in the tourism industry. Based on this knowledge gap, this study proposes an integrative theoretical framework using the value-attitude-behavior theory and the theory of planned behavior to investigate the impact of minimalism on the purchase behavior of shared services. The data collected from 454 tourists with previous experience using sharing economy-based services implies that consumer minimalism profoundly influences purchase behaviors within shared services. Furthermore, Regional brand identity significantly impacts the relationship between consumer minimalism and behavioral intention. The results add substantially to the existing knowledge in the value-attitude-behavior theory and the Theory of Planned Behavior. The results will also help tourism managers and marketers frame policies to meet tourists’ backgrounds and value systems.Keywords: sharing economyconsumer minimalismminimalistic behavioractual behaviorregional brand identity Disclosure statementThe authors have declared no conflicts of interest.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" 27","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135290662","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-09DOI: 10.1080/10496491.2023.2279767
Kristin Stewart, Vassilis Dalakas, Danielle Eells
AbstractAs social media advertising spending continues to rise, marketers’ understanding of how to enhance the effectiveness of these ads must also continue to expand. Utilizing an online experiment and a field study, we test the effect of different formats of Facebook ads (image vs. video) on sports advertising effectiveness (e.g. clicks to purchase tickets). Specifically, this research compares the effect of image ads, video ads, and carousel ads for a Major League Baseball team on page engagement and clicks to purchase game tickets. Vividness and fit theory are both examined as explanations. Results showed that the image ads performed the best in terms of clicks for purchase because of perceived vividness. Interestingly, the video ads only worked best for generating engagement for the social media page itself. Implications for marketing practice and research are provided.Keywords: social mediaadvertisingbaseballclicks to purchase engagementFacebookimage advideo ad Disclosure statementNo potential conflict of interest was reported by the author(s).
{"title":"If a Picture is Worth 1000 Words, How Much is a Video Worth: The Influence of Ad Format on Ticket Purchasers’ Ad Clicks","authors":"Kristin Stewart, Vassilis Dalakas, Danielle Eells","doi":"10.1080/10496491.2023.2279767","DOIUrl":"https://doi.org/10.1080/10496491.2023.2279767","url":null,"abstract":"AbstractAs social media advertising spending continues to rise, marketers’ understanding of how to enhance the effectiveness of these ads must also continue to expand. Utilizing an online experiment and a field study, we test the effect of different formats of Facebook ads (image vs. video) on sports advertising effectiveness (e.g. clicks to purchase tickets). Specifically, this research compares the effect of image ads, video ads, and carousel ads for a Major League Baseball team on page engagement and clicks to purchase game tickets. Vividness and fit theory are both examined as explanations. Results showed that the image ads performed the best in terms of clicks for purchase because of perceived vividness. Interestingly, the video ads only worked best for generating engagement for the social media page itself. Implications for marketing practice and research are provided.Keywords: social mediaadvertisingbaseballclicks to purchase engagementFacebookimage advideo ad Disclosure statementNo potential conflict of interest was reported by the author(s).","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" 6","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135290676","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-08DOI: 10.1080/10496491.2023.2251466
Faiqa Kiran, Suleman Aziz Lodhi, Rizwan Sabbir, Ahsan Zubair
AbstractSocial media brand communities engage consumers and build relationships. This research aims to empirically investigate how consumer engagement in social media brand communities can be used to achieve branding outcomes. Fashion brands are divided into three categories clothing, shoes and bags, and accessories. Data was collected and analyzed using structural equation modeling based on a survey of 475 people who belong to social media brand communities of fashion brands. PLS-SEM was used to test the hypothesis. The study reveals Social Media Brand Engagement of consumers of fashion brands positively influences brand experience, brand image, trust, and loyalty. Furthermore, product type moderates the relationship between Social Media Brand Community Engagement and Brand Experience.Keywords: social media brand community (SMBC)social media brand community engagement (SMBCE)brand experience (BE)brand image (BI)brand trust (BT)brand loyalty (BL)fashion brands Disclosure statementNo potential conflict of interest was reported by the author(s).
{"title":"Consumers’ Journey toward Brand Loyalty Using Social Media Brand Community Engagement: A Case of Fashion Brands","authors":"Faiqa Kiran, Suleman Aziz Lodhi, Rizwan Sabbir, Ahsan Zubair","doi":"10.1080/10496491.2023.2251466","DOIUrl":"https://doi.org/10.1080/10496491.2023.2251466","url":null,"abstract":"AbstractSocial media brand communities engage consumers and build relationships. This research aims to empirically investigate how consumer engagement in social media brand communities can be used to achieve branding outcomes. Fashion brands are divided into three categories clothing, shoes and bags, and accessories. Data was collected and analyzed using structural equation modeling based on a survey of 475 people who belong to social media brand communities of fashion brands. PLS-SEM was used to test the hypothesis. The study reveals Social Media Brand Engagement of consumers of fashion brands positively influences brand experience, brand image, trust, and loyalty. Furthermore, product type moderates the relationship between Social Media Brand Community Engagement and Brand Experience.Keywords: social media brand community (SMBC)social media brand community engagement (SMBCE)brand experience (BE)brand image (BI)brand trust (BT)brand loyalty (BL)fashion brands Disclosure statementNo potential conflict of interest was reported by the author(s).","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"151 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135197531","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-10DOI: 10.1080/10496491.2023.2253242
Pradeep Korgaonkar, Enrique Becerra, Juan Carlos Londoño
With the growth of social media advertising, marketers lack a comprehensive framework that explains consumers’ engagement intentions toward social media ads. This study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test a robust theoretical framework that provides practical implications for improving engagement intentions toward social media advertising. An online panel from Prolific was used for data collection. The results confirm the validity of the framework and demonstrate that five out of seven tested attitudinal antecedent beliefs significantly influence attitudes toward social media advertising. Attitudes and subjective norms have the strongest influence on engagement intentions. Furthermore, the results indicate that social media ads containing product information and perceived entertainment generate the highest attitudes and, consequently, greater engagement with the ads. These findings have practical implications for marketers seeking to improve engagement with their social media advertising campaigns.
{"title":"Why is Social Network Site Advertising Ineffective? Seeking Answers Using a Holistic Theoretical Framework, Multi-Platform Approach","authors":"Pradeep Korgaonkar, Enrique Becerra, Juan Carlos Londoño","doi":"10.1080/10496491.2023.2253242","DOIUrl":"https://doi.org/10.1080/10496491.2023.2253242","url":null,"abstract":"With the growth of social media advertising, marketers lack a comprehensive framework that explains consumers’ engagement intentions toward social media ads. This study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test a robust theoretical framework that provides practical implications for improving engagement intentions toward social media advertising. An online panel from Prolific was used for data collection. The results confirm the validity of the framework and demonstrate that five out of seven tested attitudinal antecedent beliefs significantly influence attitudes toward social media advertising. Attitudes and subjective norms have the strongest influence on engagement intentions. Furthermore, the results indicate that social media ads containing product information and perceived entertainment generate the highest attitudes and, consequently, greater engagement with the ads. These findings have practical implications for marketers seeking to improve engagement with their social media advertising campaigns.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136072325","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-04DOI: 10.1080/10496491.2023.2253231
Ana Sebastián-Morillas, Abel Monfort, Belén López-Vázquez
{"title":"Effects of Perceived Value and Customer Service on Brand Satisfaction","authors":"Ana Sebastián-Morillas, Abel Monfort, Belén López-Vázquez","doi":"10.1080/10496491.2023.2253231","DOIUrl":"https://doi.org/10.1080/10496491.2023.2253231","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45930792","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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