| dc.description.abstract | The concept of attitude towards advertising has been widely tested. However, the
concept lacks work regarding social media. The present study, therefore, provides
important new insight regarding a topic that is both important for academics and
managers. As consumers are bombarded with thousands of advertisements every
day and the use of digital marketing is constantly increasing, social media appear
to be where managers are investing their money. We, therefore, want to provide
insight and guidelines as to what aspects of advertisements managers should focus
on and which platform is best suited to achieve the aspired attitudes.
Through an online study with 246 respondents, the current paper finds clear
evidence that Instagram is perceived more positively than Facebook and that
informativeness has the biggest impact on attitude towards advertising on a social
media platform. However, in contrast to previous studies, this study does not find
evidence that entertainment has a significant impact on attitudes. The advice is,
therefore, to focus on timely and relevant advertising to make the messages more
informative. | nb_NO |
