Interaction Effects of Perceived Sponsor Motives and Facebook Credibility on Willingness to Visit Social Cause Facebook Page

Autor:	Ho-Young (Anthony) Ahn, Yoon-Joo Lee
Rok vydání:	2013
Předmět:	Marketing Nonprofit organization Trustworthiness Communication Perception media_common.quotation_subject Credibility Binge drinking Advertising Social issues Psychology Social psychology media_common
Zdroj:	Journal of Interactive Advertising. 13:41-52
ISSN:	1525-2019
DOI:	10.1080/15252019.2013.768056
Popis:	This article explores the factors affecting college students’ willingness to participate in a Facebook page promoting a specific social cause: binge drinking prevention. The study examined the effects of the interactions between medium credibility (trustworthiness toward Facebook) and perceived advertisers’ motives (sponsored by a beer company versus nonprofit organization) on willingness to participate in the Facebook page through an experimental design. Also, motivational factors influencing medium credibility were examined. When students trusted Facebook, they were more likely to participate in the binge drinking prevention Facebook page. Students less engaged with the social cause varied significantly in their willingness to participate the Facebook page, depending on their perception of advertisers’ motives in supporting social causes but not depending on the perceived trustworthiness toward the Facebook page. However, highly engaged students notably altered their behavioral intention based on the pe...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d6a7d1ae95e4d944517e91334eacf406 https://doi.org/10.1080/15252019.2013.768056 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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