Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation

Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Ivanete Schneider Hahn, Flavia Luciane Scherer, Kenny Basso, Marindia Brachak dos Santos
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2016
Materias:	social media marketing mix branding Business HF5001-6182
Acceso en línea:	https://doaj.org/article/184727bf55a045d8bd39f491707a10df
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:184727bf55a045d8bd39f491707a10df
record_format	dspace
spelling	oai:doaj.org-article:184727bf55a045d8bd39f491707a10df2021-11-11T15:48:06ZConsumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation1807-734Xhttps://doaj.org/article/184727bf55a045d8bd39f491707a10df2016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123046404003https://doaj.org/toc/1807-734XSocial media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers). The results showed the following: (1) the emotional response to advertising on social media had a positive influence on brand evaluation; and (2) consumer trust had a positive influence on brand evaluation and emotional response to advertisements on social media. It is possible to conclude that consumer trust is the key variable to a positive emotional response to advertisements on social media and to a positive brand evaluation. Finally, this study demonstrates that companies must measure the emotional response to advertising in their social media activities as a way of enhancing brand evaluation.Ivanete Schneider HahnFlavia Luciane SchererKenny BassoMarindia Brachak dos SantosFUCAPE Business Schoolarticlesocial mediamarketing mixbrandingBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 13, Iss 4, Pp 49-71 (2016)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	social media marketing mix branding Business HF5001-6182
spellingShingle	social media marketing mix branding Business HF5001-6182 Ivanete Schneider Hahn Flavia Luciane Scherer Kenny Basso Marindia Brachak dos Santos Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation
description	Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers). The results showed the following: (1) the emotional response to advertising on social media had a positive influence on brand evaluation; and (2) consumer trust had a positive influence on brand evaluation and emotional response to advertisements on social media. It is possible to conclude that consumer trust is the key variable to a positive emotional response to advertisements on social media and to a positive brand evaluation. Finally, this study demonstrates that companies must measure the emotional response to advertising in their social media activities as a way of enhancing brand evaluation.
format	article
author	Ivanete Schneider Hahn Flavia Luciane Scherer Kenny Basso Marindia Brachak dos Santos
author_facet	Ivanete Schneider Hahn Flavia Luciane Scherer Kenny Basso Marindia Brachak dos Santos
author_sort	Ivanete Schneider Hahn
title	Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation
title_short	Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation
title_full	Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation
title_fullStr	Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation
title_full_unstemmed	Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation
title_sort	consumer trust in and emotional response to advertisements on social media and their influence on brand evaluation
publisher	FUCAPE Business School
publishDate	2016
url	https://doaj.org/article/184727bf55a045d8bd39f491707a10df
work_keys_str_mv	AT ivaneteschneiderhahn consumertrustinandemotionalresponsetoadvertisementsonsocialmediaandtheirinfluenceonbrandevaluation AT flavialucianescherer consumertrustinandemotionalresponsetoadvertisementsonsocialmediaandtheirinfluenceonbrandevaluation AT kennybasso consumertrustinandemotionalresponsetoadvertisementsonsocialmediaandtheirinfluenceonbrandevaluation AT marindiabrachakdossantos consumertrustinandemotionalresponsetoadvertisementsonsocialmediaandtheirinfluenceonbrandevaluation
_version_	1718433876436582400

Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation

Ejemplares similares