Paid Advertising on Social Media: Antecedents and Impacts of General and Specific Attitudes
Social media platforms have become important channels of promotional communication from marketers to users with the goal of enhancing purchase intention. One important element of the communication mix is paid advertising on social media. In this context,
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and Lisa Kraemmer2
1 Webster Vienna Private University, Praterstr. 23, 1020 Vienna, Austria
[email protected] 2 Mediaplus Digital, Mediaplus Gruppe, Brienner Str. 45 a-d, 80333 Munich, Germany
[email protected]
Abstract. Social media platforms have become important channels of promotional communication from marketers to users with the goal of enhancing purchase intention. One important element of the communication mix is paid advertising on social media. In this context, the interplay between general attitude towards advertising on social media and specific attitude towards an individual advertisement as drivers of purchase intention has not yet been addressed in extant social media research. This study investigates this issue by distinguishing between these two levels of attitude and examining their antecedents as well as their impacts on purchase intention. The empirical test of the nomological network with survey data shows that platform enjoyment is an antecedent of general attitude towards social media advertising whereas perceived meaningfulness and brand awareness drive specific attitude towards the individual advertisement. Perceived intrusiveness has no impact in a social media setting. Specific attitude shows a stronger impact on purchase intention than general attitude although both are significant. The findings point at the need for a clear conceptual differentiation between both levels of attitudes and the role of their antecedents for an appropriate design of paid social media advertisements. Keywords: Social media advertising · General attitude towards advertising · Specific attitude towards advertisements · Purchase intention · Social media platforms
1 Introduction Social media have become a significant part of the everyday life worldwide. The number of users of social media platforms has sharply increased since the early 2000s, hence nowadays billions of Internet users have signed up for one or more social media platforms. Facebook alone has counted more than 2.2 billion users as of 2018; in the same year, around 1.9 billion individuals have used YouTube and one billion used Instagram. Besides the large, globally used social media platforms, also smaller or regional platforms enjoy large and increasing user numbers, such as WeChat with one billion, Tumblr with 624 million, Reddit with 355 million, or Twitter with 330 million users in 2018 [1]. Since their emergence, social media have evolved from their initial idea © Springer Nature Switzerland AG 2020 A. Bozzon et al. (Eds.): WEBIST 2019, LNBIP 399, pp. 218–237, 2020. https://doi.org/10.1007/978-3-030-61750-9_10
Paid Advertising on Social Media
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of enabling socializing and sharing content with others to serving as communication channels for the dissemination of promotional and commercial contents. Hence, the different social media platforms such as Facebook, YouTube, Instagram, or Twitter have not only transformed the way Internet users are communicating amongst each other but also how advertising messages can be spr
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