The Effects of Digital Media Advertising Content on Message Acceptance or Rejection: Brand Trust as a Moderating Factor

Pintado, Teresa; Sánchez, J.; García, Sonia Carcelén; Alameda, David Moreno

doi:10.1080/15332861.2017.1396079

Cited by 30 publications

(38 citation statements)

References 63 publications

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“…The results indicated that social interaction, informativeness, and relevance of advertisements are all positive factors, while intrusiveness is a negative factor, meaning that the increasing of intrusiveness will lower the user acceptance of health-related short-video ads. These results are consistent to what were revealed by previous studies [12,15,19]. Furthermore, compared with other factors, social interaction showed a higher impact to the perceived usefulness of short-video ads.…”

Section: Research Implicationssupporting

confidence: 92%

“…Similarly, intrusiveness (IR) of health-related short-video ads was a significant and negative predictor of the perceive usefulness of ads (β = −0.21, p < 0.01), and H2 is validated. This is consistent with previous research [2,15]. These four factors (SI, IR, IN, and RE) explained 29% of the variance in the perceived usefulness of health-related short-video ads.…”

Section: Structural Model Evaluationsupporting

confidence: 92%

“…Studies have found informativeness to be important in the formation of consumer attitudes to electronic commerce websites as well as to SNS advertising [10] and to social media advertising [13]. The informative content of a message positively influences the perceived value of online advertising [15]. Hence, we make Hypothesis 3:…”

Section: Hypothesis 2b (H2b)mentioning

confidence: 93%

“…There have been some existing studies on informativeness and intrusiveness and how such concerns may influence users' attitudes toward advertising and product purchase intentions [8][9][10][11][12][13][14][15][16]. Generally, informativeness is defined as the information value provided by media like texts, images, or videos [11] and intrusiveness is defined as the degree to which people deem the presentation of information as contrary to their goals [14].…”

Section: Short-video Advertisingmentioning

confidence: 99%

“…Intrusiveness describes the extent to which the content is messy and irritating to users [34]. Intrusiveness in social media advertising will be negatively related to the perceived usefulness of ads [2,14,15]. When an inconsistent ad is posted with live videos, audiences may spend efforts on non-major tasks and cannot effectively deal with advertising information, resulting in the ineffectiveness of advertising.…”

Section: Research Hypothesismentioning

confidence: 99%

See 4 more Smart Citations

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Zhao

Wang

2020

IJERPH

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The rapid development of short-video social network platforms provides us with an opportunity to conduct health-related advertising and recommendation. However, so far, there are no empirical evidence on whether users are willing to accept health-related short-video advertisements. Here, acceptance refers to purchase intention, meaning that users will read short-video ads, share ads with others, or even open the product link embedded in ads to purchase the product. In this paper, we make the first attempt to model and quantify user acceptance of health-related short-video advertisements. Particularly, we propose a new research model that enhances the Technology Acceptance Model (TAM) with two new designs. First, we propose four new antecedents including social interaction, intrusiveness, informativeness, and relevance into the original TAM to reflect the features of short-video social networks. Second, we introduce two mediator variables including perceived usefulness and attitude so that we can better study how different factors affect user acceptance of health-related short-video ads. We perform a survey on the Internet and conduct an empirical analysis of the surveyed data. The results show that the four antecedents as well as the perceived ease of use have significant influences on perceived usefulness, attitude, and purchase intention. Further, perceived usefulness plays a valid mediating role in attitude and purchase intention. We also found that users’ perceived ease of use on health-related short-video ads cannot significantly predict users’ attitudes toward ads. This is a new finding in social media-oriented ads. Finally, we integrate the empirical findings and present reasonable suggestions for advertisers and marketers to promote health-related short-video ads.

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Section: Research Implicationssupporting

confidence: 92%

Section: Structural Model Evaluationsupporting

confidence: 92%

Section: Hypothesis 2b (H2b)mentioning

confidence: 93%

Section: Short-video Advertisingmentioning

confidence: 99%

Section: Research Hypothesismentioning

confidence: 99%

See 3 more Smart Citations

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Zhao

Wang

2020

IJERPH

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Political Promotion Over Social Media and Voters' Voting Intention With Trust as a Moderator

Dash

2024

Journal of Public Affairs

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This study examines the relationship between voters' attitudes towards social media promotion and their voting behaviour, along with the moderating effect of trust on this relationship. For this study, primary data was acquired from a sample of 441 respondents across Karnataka in India using a predesigned questionnaire. Convenience sampling was utilised to ensure that only interested and motivated respondents participated in the study and that the sample was representative of the target population. Significant findings of this study implied that political parties that aim to embrace social media advertising must inculcate trust among their target audience. Again, political parties that plan to use social media advertising must build a memorable and lasting impression on the minds of their target audience in every interaction by developing a reliable and authentic discourse. This study adds to the understanding of the moderating role of trust in voters' attitudes towards social media advertising and can be used to formulate an appropriate political promotion strategy.

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The Impact of User-Generated Marketing on Creating Greater Audience Connections and Brand Loyalty

Gabelaia,

McElroy

2024

Lecture Notes in Networks and Systems

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The Effects of Digital Media Advertising Content on Message Acceptance or Rejection: Brand Trust as a Moderating Factor

Cited by 30 publications

References 63 publications

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Political Promotion Over Social Media and Voters' Voting Intention With Trust as a Moderator

The Impact of User-Generated Marketing on Creating Greater Audience Connections and Brand Loyalty

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