Antecedents and Consequences of Attitude Toward Social Media Advertising: An application on ad of clothing brands, households’ delivery apps, telecommunications and sports | ||
| مجلة جامعة الإسکندرية للعلوم الإدارية | ||
| Article 10, Volume 61, Issue 5, September 2024, Pages 339-389 PDF (1.94 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/acj.2024.379191 | ||
| Author | ||
| Yousra Eid Mohamed | ||
| Lecturer in Business Administration Department Faculty of Business, Alexandria University | ||
| Abstract | ||
| This study aims to investigate the influence of personalization, perceived trust, informativeness, perceived usefulness and materialism on attitude toward social media advertising. Based on a dataset collected from 384 consumers in Alexandria, the results of regression analysis revealed that there is a positive relationship between personalization and attitude toward social media advertising. Also, there is a positive relationship between perceived trust and attitude toward social media advertising. In addition, the researcher found a positive relationship between perceived usefulness and attitude toward social media advertising. The researcher found a positive but insignificant relationship between materialism and attitude toward social media advertising. In the same respect, there is a positive relationship between attitude toward social media advertising and purchase intention. In addition, the results found a positive relationship between attitude toward social media advertising and word of mouth. Finally, the study concludes with recommendations for social media marketers and direction for future research. | ||
| Keywords | ||
| personalization; perceived trust; informativeness and perceived usefulness; materialism; attitude toward social media advertising; purchase intention; word of mouth | ||
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