TY - JOUR
T1 - AN ELABORATION LIKELIHOOD MODEL OF FACEBOOK ADVERTISING EFFECTIVENESS
T2 - SELF-MONITORING AS A MODERATOR
AU - Chiu, Yu Ping
N1 - Funding Information:
This research was sponsored by the Ministry of Science and Technology (R.O.C.), under the project number MOST 107-2410-H-034-015-
Publisher Copyright:
© 2022, Journal of Electronic Commerce Research. All Rights Reserved.
PY - 2022
Y1 - 2022
N2 - Based on the elaboration likelihood model, the current study aims to examine whether self-monitoring influence the persuasiveness of Facebook advertising. This study conducted two experimental studies, and used two different claims of advertising stimuli in an experimental setting to explore the relationship between users and advertising. The results of this study provided evidence that high (low) self-monitors become more likely to engage in peripheral (central) route processes, and then displayed more positive advertising attitude and purchase intention with image-oriented (product-oriented) Facebook advertising. This paper provides a review of the major perspectives in the concept of ELM, and self-monitoring plays a role as a moderator in Facebook advertising. Theoretical and managerial implications were discussed regarding the strategic contextual and persuasion of Facebook advertising.
AB - Based on the elaboration likelihood model, the current study aims to examine whether self-monitoring influence the persuasiveness of Facebook advertising. This study conducted two experimental studies, and used two different claims of advertising stimuli in an experimental setting to explore the relationship between users and advertising. The results of this study provided evidence that high (low) self-monitors become more likely to engage in peripheral (central) route processes, and then displayed more positive advertising attitude and purchase intention with image-oriented (product-oriented) Facebook advertising. This paper provides a review of the major perspectives in the concept of ELM, and self-monitoring plays a role as a moderator in Facebook advertising. Theoretical and managerial implications were discussed regarding the strategic contextual and persuasion of Facebook advertising.
KW - Advertising attitude
KW - Elaboration likelihood model
KW - Facebook
KW - Purchase intention
KW - Self-monitoring
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M3 - Article
AN - SCOPUS:85126918269
SN - 1938-9027
VL - 23
SP - 33
EP - 44
JO - Journal of Electronic Commerce Research
JF - Journal of Electronic Commerce Research
IS - 1
ER -