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The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self-Disclosure on Attitudes and Intentions to Pass-Along
Abstract
Social media provide advertisers with opportunities to disseminate advertising and develop relationships with consumers in an interactive environment. To gain an understanding of this current advertising platform, this chapter examines how the perceived interactivity of an ad in social media and consumers' voluntary self-disclosure affect attitude toward an ad, attitude toward a brand, and pass-along intentions. An online experiment was conducted to test the hypotheses and answer the research question. Contrary to the prediction, a highly interactive social media ad was not more effective than a low-interactive one. High voluntary self-disclosure individuals had more favorable attitudes and intentions to pass-along the ad. Theoretical and practical implications for social media advertising are discussed.
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