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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spelling oai:scielo:S0718-187620200003001022020-07-06The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social NetworksWai Lai,Ivan KaLiu,Yide Social media engagement Content credibility Content likeability Acceptance of product placements 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 in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. The implications for practitioners are discussed on the basis of the empirical findings.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.15 n.3 20202020-09-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000300102en10.4067/S0718-18762020000300102
institution Scielo Chile
collection Scielo Chile
language English
topic Social media engagement
Content credibility
Content likeability
Acceptance of product placements
Mobile social networks
spellingShingle Social media engagement
Content credibility
Content likeability
Acceptance of product placements
Mobile social networks
Wai Lai,Ivan Ka
Liu,Yide
The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks
description 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 in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. The implications for practitioners are discussed on the basis of the empirical findings.
author Wai Lai,Ivan Ka
Liu,Yide
author_facet Wai Lai,Ivan Ka
Liu,Yide
author_sort Wai Lai,Ivan Ka
title The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks
title_short The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks
title_full The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks
title_fullStr The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks
title_full_unstemmed The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks
title_sort effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks
publisher Universidad de Talca
publishDate 2020
url http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000300102
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