From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising

By Jing Zhang, En Mao. 2016

193 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/b38ed27372dbf5b0c064ca44363819813b220041

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

1. Rodney Graeme Duffett
2. Taanika Arora
3. Bhawna Agarwal

In Marketing

1. Rodney Graeme Duffett
2. Taanika Arora
3. Bhawna Agarwal

In Sociology and Political Science

1. Rodney Graeme Duffett
2. Taanika Arora
3. Bhawna Agarwal

Citations in the corpus

• Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach (2019, background): “Various studies have been conducted on measuring advertising value and its impact on attitudes towards different forms of advertising like traditional or modern forms, but the topic of social media advertising is still at its inception and also ‘an ever-evolving area’ (Zhang & Mao, 2016).”
• The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers (2020, methodology): “Additionally, a study reported that Millennials who spent between 1–3 h exhibited more positive attitudes towards YMC [20].”