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dc.contributor.authorShareef, M.A.
dc.contributor.authorMukerji, B.
dc.contributor.authorDwivedi, Y.K.
dc.contributor.authorRana, Nripendra P.
dc.contributor.authorIslam, R.
dc.date.accessioned2020-09-25T18:48:06Z
dc.date.accessioned2020-10-07T09:21:36Z
dc.date.available2020-09-25T18:48:06Z
dc.date.available2020-10-07T09:21:36Z
dc.date.issued2019-01
dc.identifier.citationShareef 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.en_US
dc.identifier.urihttp://hdl.handle.net/10454/18092
dc.descriptionYesen_US
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.jretconser.2017.11.001en_US
dc.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.en_US
dc.subjectSocial mediaen_US
dc.subjectFacebooken_US
dc.subjectViral marketingen_US
dc.subjectAdvertisement valueen_US
dc.subjectAttitudeen_US
dc.subjectAttitude towards advertisementsen_US
dc.titleSocial media marketing: Comparative effect of advertisement sourcesen_US
dc.status.refereedYesen_US
dc.date.Accepted2017-11-03
dc.date.application2017-11-08
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
dc.date.updated2020-09-25T17:48:07Z
refterms.dateFOA2020-10-07T09:23:48Z


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