The effectiveness of advertising strategy: the impact of informative and entertainment value on consumer trusts and subsequent engagement

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

This research investigates how advertising values affect customer trust and thus engagement on social media. We dissect the values and trust into two types respectively: informative value and entertainment value; and cognitive trust and emotional trust. In the theoretical framework, we suggested that both trusts would significantly affect social media engagement. With a 2x2 experimental setting on specific levels of information and entertainment values in an Instagram post, we conducted a questionnaire survey to compare the differences of engagement level among the four posts. We also revealed that people with a certain personality, income level and expense pattern have a significant effect on social media
engagement.
Original languageEnglish
Pages (from-to)46
Number of pages10
JournalInternational Journal of Business and Management Studies
Volume2
Issue number7
Publication statusPublished - Feb 2021

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