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Consumer response towards social media advertising: effect of media interactivity, its conditions and underlying mechanism

Sreejesh, S., Paul, Justin, Strong, Carolyn and Pius, Jose 2020. Consumer response towards social media advertising: effect of media interactivity, its conditions and underlying mechanism. International Journal of Information Management 54 , 102155. 10.1016/j.ijinfomgt.2020.102155
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Abstract

Marketers increasingly use social media platforms as a promotion channel, and doing this, they prefer highly interactive social media because it allows consumers to socialize and network better. However, in this media, attention is often restricted towards primary purpose only as a result of the level of interactivity, thereby affecting consumer response towards the advertisement(ad). In this setting, the study analyzes the role of media interactivity and the effects it has on the reaction of customers towards the social media ad. Further, the study also introduces the conditional role of message relevant aspects, such as message vividness and anthropomorphism, and examines the intervening role of flow experience. Results from a between-subjects study indicate that interactivity hurts the consumer ad reactions. It also suggests that the right use of message relevant aspects can mitigate these adverse effects. Thus, the study makes a significant contribution to the literature and practice regarding the effects of social media interactivity which is relatively recent and has been overlooked by past researchers.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Elsevier
ISSN: 0268-4012
Date of First Compliant Deposit: 23 June 2020
Date of Acceptance: 5 June 2020
Last Modified: 28 Nov 2020 15:21
URI: http://orca.cardiff.ac.uk/id/eprint/132741

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