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Consumer Engagement in Social Media Advertising: An Examination of Advertising Acceptance Model in WeChat

김소정
한국광고PR실학회 (The Korean Advertising & PR Practitioners Society)|2018.08|광고PR실학연구 (Journal of Practical Research in Advertising and Public Relations)|제11권 제3호|pp. 112-132|DOI 10.21331/jprapr.2018.11.3.005

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키워드

중국China온라인 쇼핑Social CommerceOnline Shopping인게이지먼트Engagement소셜 커머스소셜 미디어 광고Social Media Advertising

초록

This study attempts to investigate the theoretical flow of the antecedents and consequences of consumer engagement in WeChat Moments advertising. The study explores what features of advertising information on social media mobile applications (i.e., WeChat) are related to consumer engagement with the information and how that in turn influences consumer acceptance of the new advertising practice. Results of the study suggest that consumer engagement is positively affected by perceived interactivity, perceived informativeness, perceived enjoyment, and personal involvement. The study further shows that consumer engagement predicts advertising acceptance. Data also reveals the moderating role of utilitarian/hedonic shopping tendencies in the effects of the features of the advertising. Finally, the study provides a discussion, with theoretical and practical implications, of the mediating role of consumer engagement in the context of social media.

Abstract

This study attempts to investigate the theoretical flow of the antecedents and consequences of consumer engagement in WeChat Moments advertising. The study explores what features of advertising information on social media mobile applications (i.e., WeChat) are related to consumer engagement with the information and how that in turn influences consumer acceptance of the new advertising practice. Results of the study suggest that consumer engagement is positively affected by perceived interactivity, perceived informativeness, perceived enjoyment, and personal involvement. The study further shows that consumer engagement predicts advertising acceptance. Data also reveals the moderating role of utilitarian/hedonic shopping tendencies in the effects of the features of the advertising. Finally, the study provides a discussion, with theoretical and practical implications, of the mediating role of consumer engagement in the context of social media.

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