Loading...
Social media marketing: Comparative effect of advertisement sources
Shareef, M.A. Mukerji, B. Dwivedi, Y.K. Rana, Nripendra P. Islam, R.
Shareef, M.A.
Mukerji, B.
Dwivedi, Y.K.
Rana, Nripendra P.
Islam, R.
Publication Date
2019-01
End of Embargo
Supervisor
Rights
© 2017 Elsevier Ltd. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
03/11/2017
Institution
Department
Awarded
Embargo end date
Collections
Additional title
Abstract
This study was conducted to conceptualise advertising value and consumer attitudes towards advertisements. The research was developed to reveal the effect of the source of advertisements on credibility perception through the theoretical framework of Ducoffe's (1995) advertising value model. The research objective is to identify source derogation in terms of credibility to create advertising value and a positive attitude towards advertisements launched through the Facebook social network. In this regard, the study used three distinct sources to generate and introduce product promotional messages: an associative reference group, an aspirational reference group and marketers themselves. This research revealed significant differences in developing advertisement value and forming a favourable attitude towards advertisements when the product-related message was developed by these three distinct groups, who have different source derogations.
Version
Accepted manuscript
Citation
Shareef MA, Mukerji B, Dwivedi YK et al (2019) Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services. 46: 58-69.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article