Understanding social media advertising effect on consumers' responses: An empirical investigation of tourism advertising on Facebook

Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s Advertising Value Model. The research examines the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using Exploratory Factor Analysis and Structural Equation Modeling. Findings Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship. Practical implications Tourism Marketers should focus not only on developing information-rich and e...

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