Please use this identifier to cite or link to this item: https://doi.org/10.1109/TEM.2011.2177665
Title: Advertising effectiveness in social networking sites: Social ties, expertise, and product type
Authors: Chang, K.T.T. 
Chen, W.
Tan, B.C.Y. 
Keywords: Advertising effectiveness
expertise
hedonic and utilitarian products
product endorser
purchase intention
social networking sites (SNSs)
Issue Date: 2012
Source: Chang, K.T.T.,Chen, W.,Tan, B.C.Y. (2012). Advertising effectiveness in social networking sites: Social ties, expertise, and product type. IEEE Transactions on Engineering Management 59 (4) : 634-643. ScholarBank@NUS Repository. https://doi.org/10.1109/TEM.2011.2177665
Abstract: Social networking sites (SNSs) have gained immense popularity. This phenomenon has created new marketing opportunities for companies to leverage on online networks. In particular, SNSs allow the conceptualization of a new type of product endorser: the friend. However, the effectiveness of friends as endorsers on SNS remains unknown compared with other types of product endorsers. This paper investigates the impact of three critical factors on advertising effectiveness in SNS: tie strength, endorser expertise, and product type. Using a 2 × 2 × 2 experimental design, we found interaction effects among these factors. For hedonic products, strong-tie endorsers were more effective than weak-tie endorsers in influencing purchase intention. However, for utilitarian products, high-expertise endorsers were more effective than low-expertise endorsers. Based on these results, we discuss key theoretical and practical implications for research on SNS advertising. © 1988-2012 IEEE.
Source Title: IEEE Transactions on Engineering Management
URI: http://scholarbank.nus.edu.sg/handle/10635/42478
ISSN: 00189391
DOI: 10.1109/TEM.2011.2177665
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

SCOPUSTM   
Citations

14
checked on Dec 5, 2017

WEB OF SCIENCETM
Citations

6
checked on Oct 31, 2017

Page view(s)

90
checked on Dec 9, 2017

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.