Welcome to the InfoSci Platform
Reference Hub1
Social Media Advertising Effectiveness: The Role of Perceived Originality, Liking, Credibility, Irritation, Intrusiveness, and Ad Destination

Social Media Advertising Effectiveness: The Role of Perceived Originality, Liking, Credibility, Irritation, Intrusiveness, and Ad Destination

Jean-Éric Pelet, Saïd Aboubaker Ettis
Copyright: © 2022 |Volume: 18 |Issue: 1 |Pages: 20
ISSN: 1548-3908|EISSN: 1548-3916|EISBN13: 9781799893646|DOI: 10.4018/IJTHI.2022010106
Cite Article Cite Article

MLA

Pelet, Jean-Éric, and Saïd Aboubaker Ettis. "Social Media Advertising Effectiveness: The Role of Perceived Originality, Liking, Credibility, Irritation, Intrusiveness, and Ad Destination." IJTHI vol.18, no.1 2022: pp.1-20. http://doi.org/10.4018/IJTHI.2022010106

APA

Pelet, J. & Ettis, S. A. (2022). Social Media Advertising Effectiveness: The Role of Perceived Originality, Liking, Credibility, Irritation, Intrusiveness, and Ad Destination. International Journal of Technology and Human Interaction (IJTHI), 18(1), 1-20. http://doi.org/10.4018/IJTHI.2022010106

Chicago

Pelet, Jean-Éric, and Saïd Aboubaker Ettis. "Social Media Advertising Effectiveness: The Role of Perceived Originality, Liking, Credibility, Irritation, Intrusiveness, and Ad Destination," International Journal of Technology and Human Interaction (IJTHI) 18, no.1: 1-20. http://doi.org/10.4018/IJTHI.2022010106

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Social media advertising effectiveness is a fundamental issue that remains poorly examined in academic research. The aim of this research is to investigate differences regarding user reactions to advertisements on Facebook. An online survey of Facebook users was conducted to test the hypotheses. Originality, liking, credibility, and irritation have significant effects on consumers’ attitude toward the advertising, which in turn positively influences their purchase intention and recommendation of the brand. Moreover, Advertisements driving visitors to the brand’s Facebook page are less irritating, more original, credible, and liked than those driving them to the brand’s website. Managers could be guided by our results in deciding which features to place at brand posts to enhance their effectiveness. Other managerial and theoretical implications of the findings are identified and future research directions are suggested.