AN ELABORATION LIKELIHOOD MODEL OF FACEBOOK ADVERTISING EFFECTIVENESS: SELF-MONITORING AS A MODERATOR

Yu Ping Chiu*

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

摘要

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.

原文英語
頁(從 - 到)33-44
頁數12
期刊Journal of Electronic Commerce Research
23
發行號1
出版狀態已發佈 - 2022

ASJC Scopus subject areas

  • 經濟學、計量經濟學和金融學 (全部)
  • 電腦科學應用

指紋

深入研究「AN ELABORATION LIKELIHOOD MODEL OF FACEBOOK ADVERTISING EFFECTIVENESS: SELF-MONITORING AS A MODERATOR」主題。共同形成了獨特的指紋。

引用此