Abstract
This paper investigates whether Informative, Entertaining and Interactive (i.e. IEI) content on a Facebook brand page or seeing people of similar age on the same page (i.e. homophily) will cause a person to click on the sponsoring ad. Other dependent variables evaluated were brand page attitudes, brand attitudes and purchase intentions. This experiment tests these effects using live Facebook brand pages of fictitious brands. We found that people avoid Facebook ads due to expected negative experiences (ENEs). Only IEI content significantly affected brand page attitudes, brand attitudes and purchase intentions positively. Brand page attitude was a perfect mediator between IEI content and brand attitude.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2012 |
| Subtitle of host publication | conference proceedings : Sharing the cup of knowledge |
| Place of Publication | Adelaide |
| Publisher | ANZMAC2012 Conference |
| Pages | 1-7 |
| Number of pages | 7 |
| Publication status | Published - 2012 |
| Event | Australian and New Zealand Marketing Academy Conference (2012) - Adelaide Duration: 3 Dec 2012 → 5 Dec 2012 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2012) |
|---|---|
| City | Adelaide |
| Period | 3/12/12 → 5/12/12 |
Keywords
- ad avoidance
- homophily
- interactive
- brand page attitude