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Antecedents and Consequences of Attitude Toward Social Media Advertising: An application on ad of clothing brands, households’ delivery apps, telecommunications and sports

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Last updated: 04 Jan 2025

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Abstract

This study aims to investigate the influence of personalization, perceived trust, informativeness, perceived usefulness and materialism on attitude toward social media advertising. Based on a dataset collected from 384 consumers in Alexandria, the results of regression analysis revealed that there is a positive relationship between personalization and attitude toward social media advertising. Also, there is a positive relationship between perceived trust and attitude toward social media advertising. In addition, the researcher found a positive relationship between perceived usefulness and attitude toward social media advertising. The researcher found a positive but insignificant relationship between materialism and attitude toward social media advertising. In the same respect, there is a positive relationship between attitude toward social media advertising and purchase intention. In addition, the results found a positive relationship between attitude toward social media advertising and word of mouth. Finally, the study concludes with recommendations for social media marketers and direction for future research.

DOI

10.21608/acj.2024.379191

Keywords

Personalization, perceived trust, informativeness and perceived usefulness, materialism, attitude toward social media advertising, Purchase Intention, Word of mouth

Authors

First Name

Yousra

Last Name

Eid Mohamed

MiddleName

-

Affiliation

Lecturer in Business Administration Department Faculty of Business, Alexandria University

Email

yousra.eaid@alexu.edu.eg

City

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Orcid

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Volume

61

Article Issue

5

Related Issue

50296

Issue Date

2024-09-01

Receive Date

2024-05-21

Publish Date

2024-09-01

Page Start

339

Page End

389

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 61_Issue 5_Pages 339-389.pdf

PDF . 2.0MB

Link

https://acjalexu.journals.ekb.eg/article_379191.html

Detail API

https://acjalexu.journals.ekb.eg/service?article_code=379191

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10

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

Antecedents and Consequences of Attitude Toward Social Media Advertising: An application on ad of clothing brands, households’ delivery apps, telecommunications and sports

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Article

Created At

24 Dec 2024