- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Facebook provides a way of connecting with friends online that increases the effectiveness of Internet advertising. This study investigates what factors influence the impact of consumers sharing advertisement (peer-to-peer) on communication effectiveness. The conceptual framework relies on social capital and communication theory, including tie strength, type of message, and advertising literacy. To test the research hypotheses, the study carries out two experiments involving 346 participants. The results show that interactive advertising gains greater consumer attitude toward the ad and higher message-sharing intention than non-interactive advertising does. The social tie is an important factor in moderating the effects of the message format and advertising literacy on communication effectiveness. This research advances the social capital and communication literature by explaining the effectiveness of consumers sharing advertising based on Internet-mediated communication. Research findings provide managerial implication for companies to better plan online marketing strategies in this socialnetworking era.
5. Conclusions, implications, and limitations
5.1. Discussion of the results This study represents a first step toward integrating tie strength and advertising literacy to investigate the effect of advertising type on communication effectiveness in the field of Internet advertising. Drawing on advertising theory and social capital perspectives, this study focuses on understanding how message format and advertising literacy influence consumers' attitude toward advertising message sharing via Facebook, and how tie strength moderates this relationship. The findings of this study are as follows: 1. Other things being equal, interactive advertising has greater communication effectiveness. Study 1 confirms that an advertising message with interactive format will receive a higher consumer attitude toward and higher message-sharing intention. This finding shows that an increase in entertaining features in advertising is beneficial in catching consumers' attention. In particular, using the Internet to deliver messages is normal in everyday life, which in turn puts consumers into information overload (Ho & Dempsey, 2010). The best way to develop better communication effectiveness is to create interactive advertisements, which can reduce consumers' disregard of Internet advertising.