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.
|Award date||11 Apr 2018|
|Publication status||Unpublished - 2017|