The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks

The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks

Abstract:Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement i...

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Autores principales: Wai Lai,Ivan Ka, Liu,Yide
Lenguaje:English
Publicado: Universidad de Talca 2020
Materias:
Social media engagement
Content credibility
Content likeability
Acceptance of product placements
Mobile social networks
Acceso en línea:http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000300102
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http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000300102

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