How Does Social Media Advertising Persuade? An Investigation of the Moderation Effects of Corporate Reputation, Privacy Concerns and Intrusiveness
Meghna Rana,Nilesh Arora +1 more
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This article is published in Journal of Global Marketing.The article was published on 2021-11-08 and is currently open access. It has received 12 citations till now. The article focuses on the topics: Intrusiveness & Social media.read more
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Predicting User Response Behaviour towards Social Media Advertising and e-WoM Antecedents
M. Rana,Nilesh Arora +1 more
TL;DR: In this article , a model of social media advertising with perceived ad personalization, ad incentivization, self-brand congruity, and social influence as major predictors for social media user's attitude was developed and tested.
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Decoding the Social Media Advertising Influence on Consumer Attitude and Intention
M. Rana,Nilesh Arora +1 more
TL;DR: In this article , the authors employ the technology acceptance model (TAM) to cognize consumers' behavioral intention in the social media advertising context and find the antecedents that lead to the acceptance of social media as an effective advertising vehicle.
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Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel
Anabel Gutierrez,Khanyapuss Punjaisri,Bhavini Desai,Sharifah Faridah Syed Alwi,Simon O'Leary,Wornchanok Chaiyasoonthorn,Singha Chaveesuk +6 more
TL;DR: In this article , the authors examined consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon consumers' purchase intention.
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How customers respond to social media advertising
Ping Yang,Kefang Li,Chunli Ji +2 more
TL;DR: In this paper , the mediating effects of customer engagement on the relationship between customer's perceived values of social media advertising (SMA) and customer response, as well as the moderated mediating effect of media involvement were investigated.
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Greenwashed word of mouth (GWWOM): a vibrant influence on customer green behaviour
TL;DR: In this paper , the role of greenwashed word of mouth (GWWOM) originating from trickery and misleading green marketing practices on customer behavior was examined, and it was verified from the results that customers' futuristic behavioral patterns toward green products are negatively influenced by misleading and false claims of marketers through GWWOM communications.
References
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