| Popis: |
This study aims to investigate the relationship between brands and social media platforms, focusing on the effects of platform use on brand-platform congruence drawn from the Uses and Gratifications (U&G) theory. Employing a 2 × 2 between-subject online experiment (N = 254), the study examined the interaction effects between the brand gratifications (instrumental vs. ritualistic) and social media usage (instrumental vs. ritualistic) on consumer responses, including ad clicking, brand attitude, and purchase intention in social media advertising. Additionally, this research examined the intrusiveness of ads as a moderator of the relationship between brand-platform congruence and consumer responses. Findings revealed that congruence between brands and social media platforms significantly influenced consumer responses. Furthermore, user gratification in ritualistic uses of social media platforms also played a crucial role in predicting these outcomes. The intrusiveness of ads was found to moderate the effects of congruence on brand attitude. Implications of the findings and future research directions are discussed. |
