...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Ethics >Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment
【24h】

Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment

机译：SNS广告中有争议的广告认知：道德判断和宗教承诺的作用

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This study attempts to advance knowledge in the area of controversial advertising by examining the antecedents and consequences of controversial advert perceptions in the context of social media, and particularly social networking sites (SNS). Specifically, we explore how ethical judgement and religious commitment shape controversial advert perceptions leading to attitudes towards the advert, brand attitudes and purchase intentions. Our results indicate that when a SNS advert is judged to be ethically acceptable, the level of perceived advert controversy is lower. However, the impact of ethical judgement on controversial advert perceptions becomes significant and positive when intrapersonal commitment and interpersonal religious commitment are introduced as moderators. This result implies that the level of religious commitment changes the ethical judgement-controversial advert perceptions relationship. The results also highlight that controversial advert perceptions negatively influence attitude towards the advert. The study contributes to the limited knowledge on controversial advertising on SNS, yielding significant and relevant implications for academics and advertisers alike, in their effort to improve advertising effectiveness without offending or alienating target audiences.
机译：这项研究试图通过研究在社交媒体尤其是社交网站（SNS）的情况下有争议的广告认知的前因和后果来提高有争议的广告领域的知识。具体来说，我们探索道德判断和宗教承诺如何塑造有争议的广告认知，从而导致人们对广告的态度，品牌态度和购买意图。我们的结果表明，当SNS广告被判断为在道德上可以接受时，感知到的广告争议程度就较低。但是，当引入人际承诺和人际宗教承诺作为主持人时，道德判断对有争议的广告认知的影响变得显着而积极。这一结果表明，宗教承诺的水平改变了道德判断与有争议的广告认知的关系。结果还突出表明，有争议的广告认知会对广告态度产生负面影响。这项研究导致对SNS上有争议的广告的知识有限，从而对学者和广告商产生了重大而相关的意义，他们在不冒犯或疏远目标受众的情况下努力提高广告效果。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号