engleski

Consumers’ attitudes towards social network advertising: predictors and outcomes

The study explores the influence of perceived trust, search for novelty and perceived usefulness (predictors) on the attitudes towards social network and their further impact on buying intention, buying and word-of-mouth (outcomes). The results show that positive attitudes towards social network advertising depend on the perceived trust and usefulness unlike the search for novelty. In addition, buying intention, buying and word-of-mouth sending information represent the relevant outcomes of consumers’ attitudes towards social network advertising. The results have also relevant marketing implications.

advertising, consumer attitudes, social networks, predictors, outcomes

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