Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 12 October 2015
Abstract
Purpose
The purpose of this study is to examine the relationship between consumers’ attitude toward social media advertising and their behavioural response and the moderating effect of corporate reputation in this relationship. Social media advertising is gradually gaining grounds among practitioners and researchers.
Design/methodology/approach
Survey design was used and the respondents totaled 441. They were selected using convenience sampling technique. Questionnaires were used to collect the data and analyzed using hierarchical regression.
Findings
Findings indicate that there is a significant relationship between consumers’ attitude toward social media advertising and their behavioural responses. Again, it was noted that corporate reputation moderates this relationship.
Research limitations/implications
This study relied on convenience sampling and a cross-sectional survey design, which makes it difficult to generalize the findings and account for changes that occurred in the attitude of consumers.
Originality/value
This study contributes to the understanding of the moderating role of corporate reputation in consumers’ attitude toward social media advertising.
Keywords
Citation
Boateng, H. and Okoe, A.F. (2015), "Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation", Journal of Research in Interactive Marketing, Vol. 9 No. 4, pp. 299-312. https://doi.org/10.1108/JRIM-01-2015-0012
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited