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

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.