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, Page 339-389 PDF (1.94 MB) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/acj.2024.379191 | ||||
 View on SCiNiTO | ||||
| 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 | ||||
| References | ||||
|
| ||||
|
Statistics Article View: 457 PDF Download: 364 |
||||
