Social media marketing: Comparative effect of advertisement sources

By Mahmud Akhter Shareef, Bhasker Mukerji, Yogesh Kumar Dwivedi, Nripendra P. Rana, Rubina Islam. Journal of Retailing and Consumer Services, 2017

486 citations recorded by the source corpus.

This study was conducted to conceptualise advertising value and consumer attitudes towards advertisements. The research was developed to reveal the effect of the source of advertisements on credibility perception through the theoretical framework of Ducoffe's (1995) advertising value model. The research objective is to identify source derogation in terms of credibility to create advertising value and a positive attitude towards advertisements launched through the Facebook social network. In this regard, the study used three distinct sources to generate and introduce product promotional messages: an associative reference group, an aspirational reference group and marketers themselves. This research revealed significant differences in developing advertisement value and forming a favourable attitude towards advertisements when the product-related message was developed by these three distinct groups, who have different source derogations.

Subfields: Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/06e8dc00e39e8d9b1e4ae2e9f943eba36dee8b09

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

In Sociology and Political Science

Citations in the corpus

Measuring social media influencer index- insights from facebook, Twitter and Instagram (2019, methodology): “The current study uses a mixed research methodology comprising of both social media analytics and regression analysis to identify significant factors that contribute to social media influencer for selected celebrities (Shareef et. al., 2019).”
Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market (2021, background): “Prior research asserts that credibility positively affects the evaluation of ads on social media sites (Dao et al., 2014; Shareef et al., 2019).”
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Recent studies (Alalwan et al., 2017; Algharabat et al., 2017; Chuand Sung, 2015; Dessart et al., 2016; Islam and Rahman, 2016; Halaszovich and Nel, 2017; Shiau et al., 2017; Shareef et al., 2018; Shareef et al., 2017b; Papista et al., 2018; Wang et al., 2018) assert that the area of CBE over social”
The effect of characteristics of source credibility on consumer behaviour: A meta-analysis (2020, background): “In the Internet era, consumers increasingly look for information about products and services online to enhance their purchase decision process (Alalwan 2018; Dwivedi et al., 2015; Lee et al., 2008; Shareef et al., 2017; Shiau et al., 2018).”