The impact of Social bonds on consumer responses to advertising on social networks

Document Type : Research Paper

Authors

1 Associate Professor, Department of Management, faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

2 Assistant Professor, Department of Management, faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

3 MSc, Student, Departement of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

10.34785/J018.2020.575

Abstract

Social networks are the product of the evolution of e-commerce in the Web 2 environment.Given the upward trend in subscribing to users in these networks, advertising on social networks has become the most important and effective marketing activity. Accordingly, the present study examines the effect of social links on consumer responses to advertisements in social networks. The present research is applied in terms of purpose and in terms of collecting data, descriptive - survey. The statistical population of the study consisted of all individuals who are members of service and production companies that provide products or services on the social networking telegram or instagram. Sample size has been obtained from a sample of 303 members of group members based on Schumacher and Lumax's (2004) and structured equation modeling for data analysis. The results indicate that Social bonds with impact, Support for communication and Recognition for contribution and participation are an effective factor for increasing consumers participation in online groups Businesses through Social bonds can influence the Perceived Ad relevance and Perceived Ad values of the consumers towards advertising, and if the perception of the consumers is appropriate to their responses, they will have a positive impact on social networking ads. Consequently The high probability of advertising is spreading among consumers and helping to fame brand names

Keywords

References

 
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Consumer Behavior Studies Journal
Volume 7, Issue 1
June 2020
Pages 22-46

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