Share:

Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation

Downloads

Download data is not yet available.

Abstract

Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers). The results showed the following: (1) the emotional response to advertising on social media had a positive influence on brand evaluation; and (2) consumer trust had a positive influence on brand evaluation and emotional response to advertisements on social media. It is possible to conclude that consumer trust is the key variable to a positive emotional response to advertisements on social media and to a positive brand evaluation. Finally, this study demonstrates that companies must measure the emotional response to advertising in their social media activities as a way of enhancing brand evaluation.

Keyword : Social media, Marketing mix, Branding

How to Cite
Hahn, I. S., Scherer, F. L., Basso, K., & Santos, M. B. dos. (2016). Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation. Brazilian Business Review, 13(4), 49-71. https://doi.org/10.15728/bbr.2016.13.4.3
  Submitted
Jun 5, 2018
Published
Jul 1, 2016
Abstract Views
1271
PDF English Downloads
233
PDF Português (Português (Brasil)) Downloads
200

Send mail to Author


Send Cancel