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Consumer Attitudes Towards Social Network Advertising: Predictors and Outcomes

Author

Listed:
  • Ivana Kursan Milaković

    (University of Split, Faculty of Economics, Business and Tourism)

  • Mirela Mihić

    (University of Split, Faculty of Economics, Business and Tourism)

  • Ivana Boljat

    (University of Split, Faculty of Economics, Business and Tourism)

Abstract

Purpose – This study explores the impact of perceived trust, search for novelty and perceived usefulness on consumer attitudes towards social network advertising, and the impact of those attitudes on buying intention, buying and word-of-mouth information spread. Design/Methodology/Approach – The research included convenience sample of 265 respondents. Online survey distributed through Facebook and Instagram was used as a research method. The data was analysed using a multiple regression analysis. Findings and implications – The results show that positive attitudes towards social network advertising depend on perceived trust and usefulness. The impact of the search for novelty on consumer attitudes towards social network advertising proved to be insignificant. Furthermore, buying intention, buying and disseminating information by word-of-mouth represent relevant outcomes of consumer attitudes towards social network advertising. This research has implications for companies in terms of a better understanding of the relevant predictors and outcomes of consumer attitudes in on-line advertising context. Managers can also benefit from the findings when creating successful communication strategies. Limitations – A major research limitation is the use of non-probability convenience sample that did not capture the population as a whole. Therefore, this may be regarded as a future research direction. Originality – This study sheds new light on relevant predictors and outcomes of consumer attitudes towards social network advertising, which was not previously researched from the proposed framework perspective.

Suggested Citation

  • Ivana Kursan Milaković & Mirela Mihić & Ivana Boljat, 2020. "Consumer Attitudes Towards Social Network Advertising: Predictors and Outcomes," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 83-97.
    • Handle: RePEc:zag:market:v:32:y:2020:i:si:p:83-97
    DOI: 10.22598/mt/2020.32.spec-issue.83
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    References listed on IDEAS

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    4. Assaker, Guy & Vinzi, Vincenzo Esposito & O’Connor, Peter, 2011. "Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model," Tourism Management, Elsevier, vol. 32(4), pages 890-901.
    5. Priyanka Surendran, 2012. "Technology Acceptance Model: A Survey of Literature," International Journal of Business and Social Research, LAR Center Press, vol. 2(4), pages 175-178, August.
    6. Pappas, Nikolaos, 2016. "Marketing strategies, perceived risks, and consumer trust in online buying behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 92-103.
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    Cited by:

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