Pregled bibliografske jedinice broj: 1109129
Consumers’ attitudes towards social network advertising: predictors and outcomes
Consumers’ attitudes towards social network advertising: predictors and outcomes // XXVI. CROMAR Congress, ''Looking forward! Marketing from past to future''
Zagreb, Hrvatska, 2019. (predavanje, recenziran, ostalo, znanstveni)
CROSBI ID: 1109129 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Consumers’ attitudes towards social network
advertising: predictors and outcomes
Autori
Kursan Milaković, Ivana ; Mihić, Mirela ; Boljat, Ivana
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, ostalo, znanstveni
Skup
XXVI. CROMAR Congress, ''Looking forward! Marketing from past to future''
Mjesto i datum
Zagreb, Hrvatska, 12.12.2019. - 13.12.2019
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Recenziran
Ključne riječi
advertising, consumer attitudes, social networks, predictors, outcomes
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Split
