Asia Pacific Journal of Information Systems (APJIS)

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Date	September 2018
Vol. No.	Vol. 28 No. 3
DOI	https://doi.org/10.14329/apjis.2018.28.3.183
Page	183~203
Title	Social Media Advertising Effectiveness : A Conceptual Framework and Empirical Validation
Author	Liguo Lou, Joon Koh
Keyword	Social Media Advertising, Involvement, Attitude, Purchase Intention, Sharing Intention
Abstract	In the era of Web 2.0, social media advertising can simultaneously stimulate consumers’ brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers’ affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers’ attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better under-standing of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.