Understanding social media advertising effect on consumers’ responses
Volume: 31, Issue: 3, Pages: 426 - 445
Published: Apr 9, 2018
Abstract
Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based...
Paper Details
Title
Understanding social media advertising effect on consumers’ responses
Published Date
Apr 9, 2018
Volume
31
Issue
3
Pages
426 - 445
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