Abstract
The impact of online advertising on consumer behavior has been little studied and research on the topic reached mixed results. Our study focuses on the determinants of online advertising and the role of the mediating variable “attitude towards online advertising” in the relationship between perceived advertising value and consumer purchase intent. The results show that online advertising value depends positively on its informativeness, credibility and entertainment value. They also indicate that credibility and online advertising value affect consumers’ attitude towards this type of advertising. Finally, we show that attitude plays a mediating role between perceived advertising value and purchase intent.
Highlights
Today, Facebook has become one of the most solicited means of entertainment, a marketing tool and an advertising channel to which consumers have direct and interactive access
Our study focuses on the determinants of online advertising and the role of the mediating variable “attitude towards online advertising” in the relationship between perceived advertising value and consumer purchase intent
The study of the relationship between perceived value of online advertising, on the one hand, and attitude towards it and purchase intent, on the other, was the focus of several authors, including Wang et al (2002, 2009); Ducoffe (1995,1996); Brackett and Carr, (2001); Kim and Hun (2014); Mehta (2000). Inspired by this line of this research, we extended their proposals in view of validating a model integrating the determinants of perceived value of online advertising and attitude towards online advertising and purchase intent
Summary
Facebook has become one of the most solicited means of entertainment, a marketing tool and an advertising channel to which consumers have direct and interactive access. This led advertisers to integrate this channel into their marketing strategy. Our study puts an emphasis on the determinants of perceived value and on the causal relationships between value, attitude and purchase intent. In addition to the mixed results of previous research, research on the factors determining online advertising value and its impact on attitudes and purchase intent were little studied in the marketing literature. Our aim in this study is to find out the determinants of value, to assess the measurement scales of variables and investigate the mediating effect of attitude in the relationship value-purchase intent
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