Determinants of Consumers' Attitude towards Social Media Advertising

被引：24

作者：

Boateng, Henry ^{[1
]}

Okoe, Abednego Feehi ^{[2
]}

机构：

[1] Univ Technol, Sch Commun, Sydney, NSW, Australia

[2] Univ Profess Studies, Mkt, Accra, Ghana

来源：

JOURNAL OF CREATIVE COMMUNICATIONS | 2015年 / 10卷 / 03期

关键词：

Social media advertising; consumer attitude; social media; value corruption; credibility; corporate reputation; materialism;

D O I：

10.1177/0973258615614417

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

The purpose of this study was to examine the factors determining consumers' attitude towards social media advertising. The survey research design was employed as the research design. Validity and reliability of the measures were assessed using confirmatory factor analysis. Additionally, structural equation modelling was used to examine the structural model. Credibility, materialism, value corruption and corporate reputation are found to have an effect on consumers' attitudes towards social media advertising. This study provides evidence of the role of corporate reputation in consumers' attitudes towards social media advertising. Recommendations of the study have been provided.

引用

页码：248 / 258

页数：11

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