Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers

By Mahmud Akhter Shareef, Bhasker Mukerji, Mohammad Abdallah Ali Alryalat, Angela Wright, Yogesh Kumar Dwivedi. Journal of Retailing and Consumer Services, 2018

133 citations recorded by the source corpus.

Abstract The main objective of this study is to develop the scale items of consumers’ attitudes toward Facebook advertisements and to theorize consumers’ attitudinal behaviour. To undertake this study, a research assistant was appointed, who is also an active member of Facebook, to introduce a message about the product Samsung Tab S, and to pass it to other members of their network. From this experiment, different members of their network participated in generating, passing, and receiving messages to develop a preliminary structured perception which was converted to generate scale items to measure attitude. Then an independent empirical study was conducted among members of a social network to verify and validate these scale items and their underlying constructs. From the findings in this study, it is identified that attitudes toward social network advertisement, i.e., any effort to communicate messages about products among network members, who are also consumers of different products, is formed and persuaded by hedonic motivation (HM), source derogation (SD), self-concept (SC), message informality (MI), and experiential messages (EM).

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/89b3d68e80d24ad4b6fc48f9f0777e51ada24208

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Citations in the corpus

Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, unknown): “…Abed et al., 2015b, Abed et al., 2016; Dwivedi et al., 2015a; Felix et al., 2017; Kapoor et al., 2016; Plume et al., 2016; Rathore et al., 2016; Shareef et al., 2018; Shareef et al., 2019a; Shareef, Mukerji, Dwivedi, Rana, & Islam, 2019b; Shiau et al., 2017, 2018; Singh et al., 2017; Yang et…”
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”
Perceived helpfulness of eWOM: Emotions, fairness and rationality (2020, background): “, 2015), change in attitude (Hsu et al., 2013; Huang & Korfiatis, 2015; Martin & Lueg, 2013; Pan & Chiou, 2011; Shareef et al., 2018), purchase intention (Bi et al.”
Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India (2020, background): “Even attempts are being taken to explore the potentiality of this platform for improving Supply Chain Management (Chae, 2015; Rathore, Ilavarasan, & Dwivedi, 2016; Shareef, Mukerji, Alryalat, Wright, & Dwivedi, 2018).”