The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users' Acceptance of Product Placement in Mobile Social Networks

Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users' acceptance of product placement in mobile socia...

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Bibliographic Details
Published in:Journal of theoretical and applied electronic commerce research 2020-09, Vol.15 (3), p.1-19
Main Authors: Wai Lai, Ivan Ka, Liu, Yide
Format: Article
Language:English
Subjects:
Adults
Advertising
BUSINESS
Computer & video games
COMPUTER SCIENCE, SOFTWARE ENGINEERING
Consumer behavior
Credibility
Digital media
Electronic commerce
Empirical analysis
Influence
Internet
Marketing
Middle age
Product placement
Social networks
Studies
User behavior
Wireless networks
Young adults
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Summary:Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users' acceptance of product placement in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. The implications for practitioners are discussed on the basis of the empirical findings.
ISSN:0718-1876
0718-1876
DOI:10.4067/S0718-18762020000300102