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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2016-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123046404003 |
| _version_ | 1797250476727599104 |
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| 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 |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-03-07T20:27:04Z |
| format | Article |
| id | doaj.art-184727bf55a045d8bd39f491707a10df |
| institution | Directory Open Access Journal |
| issn | 1807-734X |
| language | English |
| last_indexed | 2024-04-24T20:46:59Z |
| publishDate | 2016-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj.art-184727bf55a045d8bd39f491707a10df2024-03-21T19:30:18ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2016-01-011344971Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand EvaluationIvanete Schneider HahnFlavia Luciane SchererKenny BassoMarindia Brachak dos SantosSocial 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.http://www.redalyc.org/articulo.oa?id=123046404003social mediamarketing mixbranding |
| spellingShingle | 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 BBR: Brazilian Business Review social media marketing mix branding |
| title | 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_short | 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 |
| topic | social media marketing mix branding |
| url | http://www.redalyc.org/articulo.oa?id=123046404003 |
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