Title

Advertisements on Facebook: Identifying the Persuasive Elements in the Development of Positive Attitudes in Consumers

Authors

Mahmud Akhter Shareef, School of Business and Economics, North South University, Dhaka, Bangladesh
Bhasker Mukerji, Gerald Schwartz School of Business and Information Systems St. Francis Xavier University, Canada
Mohammad Abdallah Ali Alryalat, Faculty of Business, Al-Balqa’ Applied University, Al-Salt, Jordan
Angela Wright, Department of Organisation and Professional Development, Cork Institute of Technology, Cork, IrelandFollow
Yogesh K. Dwivedi, Emerging Markets Research Centre, School of Management, Swansea University, Swansea, UK

ORCID

https://orcid.org/0000-0001-9980-4946

Document Type

Article

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Disciplines

Advertising and Promotion Management | Business | Marketing | Public Relations and Advertising | Social and Behavioral Sciences | Social Media

Publication Details

Journal of Retailing and Consumer Services, Vol 43, July 2018, Pages 258-268.

Abstract

The main objective of this study is to develop the scale items of consumers’ attitudes toward Facebook advertisements and to theorize consumers’ attitudinal behaviour. To undertake this study, a research assistant was appointed, who is also an active member of Facebook, to introduce a message about the product Samsung Tab S, and to pass it to other members of their network. From this experiment, different members of their network participated in generating, passing, and receiving messages to develop a preliminary structured perception which was converted to generate scale items to measure attitude. Then an independent empirical study was conducted among members of a social network to verify and validate these scale items and their underlying constructs. From the findings in this study, it is identified that attitudes toward social network advertisement, i.e., any effort to communicate messages about products among network members, who are also consumers of different products, is formed and persuaded by hedonic motivation (HM), source derogation (SD), self-concept (SC), message informality (MI), and experiential messages (EM).

Recommended Citation

Shareef, M.A. et al., 2018. Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers. Journal of Retailing and Consumer Services, 43, pp.258–268. Available at: http://dx.doi.org/10.1016/j.jretconser.2018.04.006.