Factors influencing peer-communication through social advertising: a consumer socialisation framework

Yusfi Ardiansyah

doi:10.4225/23/5afe4e57dcdfe

Factors influencing peer-communication through social advertising: a consumer socialisation framework

Yusfi Ardiansyah

UWA Business School

Research output: Thesis › Doctoral Thesis

367 Downloads (Pure)

Abstract

Social advertising is an innovative development on social media that relies on consumer peer-communication to personalise advertising messages. This research integrates a consumer socialisation framework with self-disclosure theory to examine the antecedents to and consequences of peer-communication through social advertising. Findings from 393 social network users in Indonesia demonstrate that identification with the peer group and brand, perceived social benefits, and trust are key factors promoting peer-communication through social advertising. Peer-communication through social advertising was also found to be directly and indirectly associated with the consumer's purchase intention; mediated by attitudes towards social advertising and product.

Original language	English
Qualification	Doctorate
Awarding Institution	The University of Western Australia
Supervisors/Advisors	Harrigan, Paul, Supervisor
Award date	11 Apr 2018
DOIs	https://doi.org/10.4225/23/5afe4e57dcdfe
Publication status	Unpublished - 2017

Access to Document

10.4225/23/5afe4e57dcdfe

THESIS - DOCTOR OF PHILOSOPHY - ARDIANSYAH Yusfi - 2018
This work is protected by Copyright. You may print or download ONE copy of this document for the purpose of your own non-commercial research or study. Any other use requires permission from the copyright owner. The Copyright Act requires you to attribute any copyright works you quote or paraphrase.

Cite this

@phdthesis{ae65057ab79f46c4aa4c5a1316836a73,

title = "Factors influencing peer-communication through social advertising: a consumer socialisation framework",

abstract = "Social advertising is an innovative development on social media that relies on consumer peer-communication to personalise advertising messages. This research integrates a consumer socialisation framework with self-disclosure theory to examine the antecedents to and consequences of peer-communication through social advertising. Findings from 393 social network users in Indonesia demonstrate that identification with the peer group and brand, perceived social benefits, and trust are key factors promoting peer-communication through social advertising. Peer-communication through social advertising was also found to be directly and indirectly associated with the consumer's purchase intention; mediated by attitudes towards social advertising and product.",

keywords = "peer-communication, social media, social advertising, privacy, self-disclosure, identification, trust, brand communication",

author = "Yusfi Ardiansyah",

year = "2017",

doi = "10.4225/23/5afe4e57dcdfe",

language = "English",

school = "The University of Western Australia",

}

TY - BOOK

T1 - Factors influencing peer-communication through social advertising: a consumer socialisation framework

AU - Ardiansyah, Yusfi

PY - 2017

Y1 - 2017

N2 - Social advertising is an innovative development on social media that relies on consumer peer-communication to personalise advertising messages. This research integrates a consumer socialisation framework with self-disclosure theory to examine the antecedents to and consequences of peer-communication through social advertising. Findings from 393 social network users in Indonesia demonstrate that identification with the peer group and brand, perceived social benefits, and trust are key factors promoting peer-communication through social advertising. Peer-communication through social advertising was also found to be directly and indirectly associated with the consumer's purchase intention; mediated by attitudes towards social advertising and product.

AB - Social advertising is an innovative development on social media that relies on consumer peer-communication to personalise advertising messages. This research integrates a consumer socialisation framework with self-disclosure theory to examine the antecedents to and consequences of peer-communication through social advertising. Findings from 393 social network users in Indonesia demonstrate that identification with the peer group and brand, perceived social benefits, and trust are key factors promoting peer-communication through social advertising. Peer-communication through social advertising was also found to be directly and indirectly associated with the consumer's purchase intention; mediated by attitudes towards social advertising and product.

KW - peer-communication

KW - social media

KW - social advertising

KW - privacy

KW - self-disclosure

KW - identification

KW - trust

KW - brand communication

U2 - 10.4225/23/5afe4e57dcdfe

DO - 10.4225/23/5afe4e57dcdfe

M3 - Doctoral Thesis

ER -

Factors influencing peer-communication through social advertising: a consumer socialisation framework

Abstract

Access to Document

Fingerprint

Cite this