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

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  • Jean-Éric Pelet

    (ESCE International Business School, INSEEC U Research Center, Paris, France)

  • Saïd Aboubaker Ettis

    (College of Business, University of Jeddah, Saudi Arabia)

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.

Suggested Citation

  • Jean-Éric Pelet & Saïd Aboubaker Ettis, 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), IGI Global, vol. 18(1), pages 1-20, January.
    • Handle: RePEc:igg:jthi00:v:18:y:2022:i:1:p:1-20
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