Consumer Responsiveness Towards Social Media Advertising

被引：0
作者：
Haron, H. [1 ,2 ]
Azhar, H. H. [1 ]
Haron, H. [1 ,2 ]
机构：
[1] Univ Teknol Mara Perak Malaysia, Shah Alam, Malaysia
[2] Univ Utara Malaysia, Sintok, Kedah, Malaysia
来源：
INTERNATIONAL CONFERENCE ON ADVANCES IN MANAGEMENT ENGINEERING AND INFORMATION TECHNOLOGY (AMEIT 2015) | 2015年
关键词：
Online advertisement; social media; credibility; informativeness; hedonic and pleasure; TRUST;
D O I：
暂无
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
This research looks into the factors that affect consumers' responsiveness towards online advertisement. The study was conducted in a Malaysian setting with 250 Facebook users as the respondents. Online advertising variables were tested to investigate on its influence towards consumer responsiveness. Results show that consumers respond positively towards online advertisement that has elements of credibility, informativeness and hedonic.
引用
收藏
页码：380 / 386
页数：7
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