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Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism

Author

Listed:
  • S, Sreejesh
  • Paul, Justin
  • Strong, Carolyn
  • Pius, Jose

Abstract

Marketers increasingly use social media platforms as a promotion channel, and doing this, they prefer highly interactive social media because it allows consumers to socialize and network better. However, in this media, attention is often restricted towards primary purpose only as a result of the level of interactivity, thereby affecting consumer response towards the advertisement(ad). In this setting, the study analyzes the role of media interactivity and the effects it has on the reaction of customers towards the social media ad. Further, the study also introduces the conditional role of message relevant aspects, such as message vividness and anthropomorphism, and examines the intervening role of flow experience. Results from a between-subjects study indicate that interactivity hurts the consumer ad reactions. It also suggests that the right use of message relevant aspects can mitigate these adverse effects. Thus, the study makes a significant contribution to the literature and practice regarding the effects of social media interactivity which is relatively recent and has been overlooked by past researchers.

Suggested Citation

  • S, Sreejesh & Paul, Justin & Strong, Carolyn & Pius, Jose, 2020. "Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism," International Journal of Information Management, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:ininma:v:54:y:2020:i:c:s0268401220301997
    DOI: 10.1016/j.ijinfomgt.2020.102155
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    Citations

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    Cited by:

    1. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    2. Sharma, Manisha & Banerjee, Subhojit & Paul, Justin, 2022. "Role of social media on mobile banking adoption among consumers," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    3. Md. Alamgir Hossain & Abul Kalam & Md. Nuruzzaman & Minho Kim, 2023. "The Power of Live-Streaming in Consumers’ Purchasing Decision," SAGE Open, , vol. 13(4), pages 21582440231, October.
    4. Kim, Kyuree & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2023. "The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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