Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention

机译：社交媒体广告：社交媒体平台的作用和广告品牌在态度形成和购买意向

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Social media provide not only platforms for individual users for personal communication, but also serve as media for the dissemination of promotional messages. Recently, the role of social media platforms as earned media has been in focus, but paid advertising still plays a significant role in this respect. This study seeks to deepen the understanding of consumer behavior in this context by addressing consumer attitude towards social media advertising on two levels, i.e., general attitude towards advertising on a social media platform and specific attitude towards an individual advertisement on the social media platform. The study proposes and empirically tests a research model that shows a significant impact of platform enjoyment on general attitude towards advertising as well as brand familiarity as an antecedent of specific attitude towards an advertisement on the platform. Further, a significant impact of both levels of attitude on purchase intention could be shown. The findings stress the importance of a clear conceptualization of consumer attitude on different levels and highlight the relevance of paid advertising in social media.

机译：社交媒体不仅为个人通信提供了个人通信的平台，还提供了作为传播促销信息的媒体。最近，社交媒体平台作为赢得媒体的作用一直在焦点，但薪酬广告仍在这方面发挥着重要作用。本研究旨在通过解决两级社交媒体广告的消费者对社会媒体广告的消费者态度来加深对消费者行为的理解，即对社交媒体平台的一般态度以及对社交媒体平台上个别广告的特定态度。该研究提出并经验测试了一项研究模型，对平台享受对广告一般态度的重大影响以及品牌熟悉作为对平台上广告的广告的特定态度的生命熟悉。此外，可以显示两种态度对购买意图的显着影响。调查结果强调了清晰的消费者态度对不同层次的概念化的重要性，并突出了社交媒体中有效广告的相关性。

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《International Conference on Web Information Systems and Technologies》|2019年|xii 237 p.|共10页
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Maria Madlberger; Lisa Kraemmer;
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中图分类 TP393-53;
关键词
Social media advertising; Attitude; Purchase intention; Consumer behavior;

机译：社交媒体广告;态度;购买意向;消费者行为;

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4. Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention [C] . Maria Madlberger, Lisa Kraemmer International Conference on Web Information Systems and Technologies . 2019

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Social Media Advertising: The Role of the Social Media Platform and the Advertised Brand in Attitude Formation and Purchase Intention

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