Abstract Excessive online advertising and the advent of its new media and formats, challenge the understanding of how to use them effectively in order to break the clutter. This study adopts a model that evaluates the effectiveness factors of the advertising in two online media – social networks and search engines – from the consumer’s perspective, namely how they perceive and assess advertising. A cross-sectional study was conducted based on an online questionnaire with a sample of 406 individuals. The results demonstrate that the consumers measure the value of advertising in social media based on perceived informativeness and entertainment, and in search engines on perceived informativeness and interactivity. In addition, perceived credibility has a more important role within social networks, and perceived irritation is processed differently in the two media. In turn, the mediating role of the perceived value in the relationship between determinants and attitude varies between the media. This study brings to light the effectiveness factors of online advertising, highlighting the moderating role that media play in the consumers response to advertising. Moreover, it provides important insights about the way companies should adapt their advertising messages to meet consumers' expectations in a web environment.

中文翻译：

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对社交网络和搜索引擎上广告的认知和态度：比较分析

摘要过多的在线广告及其新媒体和新格式的出现，挑战了如何有效利用它们以打破混乱的理解。这项研究采用了一种模型，该模型从消费者的角度评估了两个在线媒体（社交网络和搜索引擎）中广告的有效性因素，即他们如何看待和评估广告。基于在线调查问卷对406个人进行了横断面研究。结果表明，消费者基于感知的信息和娱乐来衡量社交媒体中广告的价值，而搜索引擎基于感知的信息和交互性来衡量广告的价值。此外，在社交网络中，可感知的信誉具有更重要的作用，两种媒体对刺激感的处理方式不同。反过来，在决定因素和态度之间的关系中，感知价值的中介作用在媒体之间也有所不同。这项研究揭示了在线广告的有效性因素，强调了媒体在消费者对广告的响应中所起的调节作用。此外，它提供了有关公司应如何调整其广告消息以满足网络环境中消费者期望的重要见解。