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The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust
Computers in Human Behavior ( IF 8.957 ) Pub Date : 2021-04-22 , DOI: 10.1016/j.chb.2021.106834
Shuang Geng , Pianpian Yang , Yun Gao , Yingsi Tan , Congcong Yang

The growing number of firms leveraging social media for marketing purposes highlights the urgent need for firms to understand consumer perceptions and attitudes toward posted ads. This study builds on the elaboration likelihood model to characterize how different types of ad relevance, namely, personal and social relevance, determine the ad's perceived conversation value and consumer social motivation and further impact consumer ad engagement. Platform trustworthiness is becoming an important issue of concern for users. We further examine the role that platform trust plays in moderating the effects of personal and social relevance on perceived conversation value and social motivation. The results reveal that personally and socially related ads provide more conversation value for consumers and lead to higher social motivation among consumers, which can increase consumer engagement with ads. On social media platforms with relatively high user trust, the positive effects of personal ad relevance are magnified. This study deepens the current understanding of social media ads and extends the research on social media platform trustworthiness. Our findings may help firms to develop targeted and effective advertising schemes in social media environments.



中文翻译:

广告社交和个人相关性对社交媒体上消费者广告参与度的影响:平台信任的调节作用

越来越多的公司利用社交媒体进行营销,这凸显了公司迫切需要了解消费者对已发布广告的看法和态度。这项研究基于精细化可能性模型来表征不同类型的广告相关性(即个人和社会相关性)如何确定广告的感知对话价值和消费者社会动机,并进一步影响消费者广告参与度。平台的可信度正成为用户关注的重要问题。我们进一步研究了平台信任在调节个人和社交相关性对感知的对话价值和社交动机的影响方面所扮演的角色。结果表明,与个人和社交相关的广告为消费者提供了更多的对话价值,并导致了消费者之间更高的社交动机,可以提高消费者对广告的参与度。在用户信任度相对较高的社交媒体平台上,个人广告相关性的积极作用得到了放大。这项研究加深了对社交媒体广告的当前理解,并扩展了对社交媒体平台可信度的研究。我们的发现可能有助于公司在社交媒体环境中制定有针对性的有效广告计划。

更新日期:2021-05-11
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