Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention

Maria Madlberger, Lisa Kraemmer

2019

Abstract

Social media provide not only platforms for individual users for personal communication, but also serve as media for the dissemination of promotional messages. Recently, the role of social media platforms as earned media has been in focus, but paid advertising still plays a significant role in this respect. This study seeks to deepen the understanding of consumer behavior in this context by addressing consumer attitude towards social media advertising on two levels, i.e., general attitude towards advertising on a social media platform and specific attitude towards an individual advertisement on the social media platform. The study proposes and empirically tests a research model that shows a significant impact of platform enjoyment on general attitude towards advertising as well as brand familiarity as an antecedent of specific attitude towards an advertisement on the platform. Further, a significant impact of both levels of attitude on purchase intention could be shown. The findings stress the importance of a clear conceptualization of consumer attitude on different levels and highlight the relevance of paid advertising in social media.

Paper Citation

in Harvard Style

Madlberger M. and Kraemmer L. (2019). Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention.In Proceedings of the 15th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST, ISBN 978-989-758-386-5, pages 100-109. DOI: 10.5220/0008163801000109

in Bibtex Style

@conference{webist19,
author={Maria Madlberger and Lisa Kraemmer},
title={Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention},
booktitle={Proceedings of the 15th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,},
year={2019},
pages={100-109},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008163801000109},
isbn={978-989-758-386-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 15th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,
TI - Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention
SN - 978-989-758-386-5
AU - Madlberger M.
AU - Kraemmer L.
PY - 2019
SP - 100
EP - 109
DO - 10.5220/0008163801000109