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    Social media marketing: Comparative effect of advertisement sources

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    Publication date
    2019-01
    Author
    Shareef, M.A.
    Mukerji, B.
    Dwivedi, Y.K.
    Rana, Nripendra P.
    Islam, R.
    Keyword
    Social media
    Facebook
    Viral marketing
    Advertisement value
    Attitude
    Attitude towards advertisements
    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
    
    Metadata
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    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.
    URI
    http://hdl.handle.net/10454/18092
    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
    https://doi.org/10.1016/j.jretconser.2017.11.001
    Type
    Article
    Collections
    Management and Law Publications

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