APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus Indexed Journal,
is published by the Korea Society of Management Information Systems (KMIS),
which is the largest professional institute in the field of information systems in Korea.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Hee-Woong Kim

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Past Issue

Date September 2018
Vol. No. Vol. 28 No. 3
DOI https://doi.org/10.14329/apjis.2018.28.3.183
Page 183~203
Title Social Media Advertising Effectiveness : A Conceptual Framework and Empirical Validation
Author Liguo Lou, Joon Koh
Keyword Social Media Advertising, Involvement, Attitude, Purchase Intention, Sharing Intention
Abstract In the era of Web 2.0, social media advertising can simultaneously stimulate consumers’ brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers’ affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers’ attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better under-standing of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.


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