Divergent Effects of Friend Recommendations on Disclosed Social Media Advertising in the United States and Korea

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dc.contributor.author Errmann, Amy en
dc.contributor.author Seo, Yuri en
dc.contributor.author Choi, YK en
dc.contributor.author Yoon, S en
dc.date.accessioned 2019-11-07T21:29:28Z en
dc.date.issued 2019-09-30 en
dc.identifier.issn 1557-7805 en
dc.identifier.uri http://hdl.handle.net/2292/48902 en
dc.description.abstract This study establishes that when social media advertisements appear with disclosures, featuring friend recommendations can result in diametrically opposite effects on advertising effectiveness in the United States and Korea. While friend recommendations reduce perceived credibility, brand attitude, and purchase intention for disclosed advertisements in the United States, they increase advertising effectiveness in Korea. The findings shed light on important distinctions between how Western and Asian consumers evaluate friend recommendations and advertising disclosures on social media that were heretofore absent. Theoretical contributions and practical implications for social media advertising and digital consumer behavior are discussed. en
dc.publisher Taylor & Francis (Routledge) en
dc.relation.ispartofseries Journal of Advertising en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title Divergent Effects of Friend Recommendations on Disclosed Social Media Advertising in the United States and Korea en
dc.type Journal Article en
dc.identifier.doi 10.1080/00913367.2019.1663320 en
dc.rights.holder Copyright: The author en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 783454 en
pubs.org-id Business and Economics en
pubs.org-id Marketing en
pubs.record-created-at-source-date 2019-10-04 en
pubs.online-publication-date 2019-09-30 en


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