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Social Media Advertising Effectiveness: The Role of Perceived originality, Liking, Credibility, Irritation, Intrusiveness, and Ad destination
[Efficacité de la publicité sur les réseaux sociaux : le rôle de l'originalité perçue, de l'appréciation, de la crédibilité, de l'irritation, de l'intrusion et de la destination de l'annonce]

Author

Listed:
  • Jean-Éric Pelet

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Saïd Aboubaker Ettis

    (University of Jeddah)

Abstract

Social media advertising effectiveness is a fundamental issue that remains poorly examined in academicresearch.Theaimofthisresearchistoinvestigatedifferencesregardinguserreactionsto advertisementsonFacebook.AnonlinesurveyofFacebookuserswasconductedtotestthehypotheses. Originality,liking,credibility,andirritationhavesignificanteffectsonconsumers'attitudestoward theadvertising,whichinturnpositivelyinfluencestheirpurchaseintentionandrecommendationof thebrand.Moreover,advertisementsdrivingvisitorstothebrand'sFacebookpagearelessirritating, moreoriginal,credible,andlikedthanthosedrivingthemtothebrand'swebsite.Managerscouldbe guidedbytheresultsindecidingwhichfeaturestoplaceatbrandpoststoenhancetheireffectiveness. Other managerial and theoretical implications of the findings are identified, and future research directionsaresuggested.

Suggested Citation

  • Jean-Éric Pelet & Saïd Aboubaker Ettis, 2022. "Social Media Advertising Effectiveness: The Role of Perceived originality, Liking, Credibility, Irritation, Intrusiveness, and Ad destination [Efficacité de la publicité sur les réseaux sociaux : l," Post-Print hal-04139083, HAL.
    • Handle: RePEc:hal:journl:hal-04139083
    DOI: 10.4018/ijthi.2022010106
    Note: View the original document on HAL open archive server: https://hal.science/hal-04139083
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    References listed on IDEAS

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