Please use this identifier to cite or link to this item: https://doi.org/10.1109/TEM.2011.2177665
DC FieldValue
dc.titleAdvertising effectiveness in social networking sites: Social ties, expertise, and product type
dc.contributor.authorChang, K.T.T.
dc.contributor.authorChen, W.
dc.contributor.authorTan, B.C.Y.
dc.date.accessioned2013-07-11T10:10:17Z
dc.date.available2013-07-11T10:10:17Z
dc.date.issued2012
dc.identifier.citationChang, 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
dc.identifier.issn00189391
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/42478
dc.description.abstractSocial 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.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1109/TEM.2011.2177665
dc.sourceScopus
dc.subjectAdvertising effectiveness
dc.subjectexpertise
dc.subjecthedonic and utilitarian products
dc.subjectproduct endorser
dc.subjectpurchase intention
dc.subjectsocial networking sites (SNSs)
dc.typeArticle
dc.contributor.departmentINFORMATION SYSTEMS
dc.description.doi10.1109/TEM.2011.2177665
dc.description.sourcetitleIEEE Transactions on Engineering Management
dc.description.volume59
dc.description.issue4
dc.description.page634-643
dc.description.codenIEEMA
dc.identifier.isiut000310155900012
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