From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising

Jing Zhang · En Mao

197 citations0/0 files storedPsychology and Marketing

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Marketers increasingly use social media advertising to promote their products and services. In particular, display ads have a prominent presence accompanying various social media feeds. This study aims to develop an understanding of how consumer online motivations (connection vs. consumption) lead to ad clicks on social media, which in turn affect behavioral intentions. A research model is developed to delineate two processes: First, the effects of motivations on ad clicks via perceived entertainment and informativeness values of ads, in which the mediating role of perceived congruity between ad and media content is proposed, too; second, the effect of ad clicks on behavioral intentions to purchase and spread positive word of mouth. The model was tested and confirmed with the online survey data of 613 social media users. Practical and theoretical implications are discussed.

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References

1990The case for motivated reasoning.1955The principle of congruity in the prediction of attitude change.1961A Model for Predictive Measurements of Advertising Effectiveness 2011Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands 1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads 2009The evolving brand logic: a service-dominant logic perspective 1961A Model for Predictive Measurements of Advertising Effectiveness 2012How to transform consumers into fans of your brand

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