Is Social Advertising Effective? Influence of Brand Content on Brand Purchase Intention and Brand Information diffusion

In the era of Web 2.0, the development of information communication technologies (ICTs) promotes consumer–company and consumer–consumer interactions. The prosperity of social networking sites (SNSs) is a fine illustration, which not only promotes people’s communication but also drives social advertising. Product selling and brand information diffusion are equally important for a company. Therefore, this study investigates how social advertising promotes consumers’ brand purchase intention and brand content-sharing intention. That is, entertainment-oriented brand content characteristics affect the attitude toward brand content and then promote brand purchase intention and brand content-sharing intention. An empirical study will be done to examine the research hypotheses. There will also be a discussion about academic and practical implications corresponding to the study findings as well as future research directions.