Dominant Motives and Perceptual Drivers of Social Media Advertising Response: Are Users More Receptive to Advertising on Facebook or YouTube?

Nina Michaelidou; Milena  Micevski; Georgios Halkias

Dominant Motives and Perceptual Drivers of Social Media Advertising Response: Are Users More Receptive to Advertising on Facebook or YouTube?

Nina Michaelidou
, Milena Micevski
, Georgios Halkias

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

Abstract

Users respond to advertising on social media (SM) differently. Past research has not considered such variation in responses across SM platforms, despite their importance in informing communication strategy. This research, therefore, examines users’ motivational and perceptual drivers across two SM sites (i.e., Facebook and YouTube), investigating the mechanisms through which these motives drive advertising responses. Results from two studies show that depending on the SM platform, the usage of the platform is dominated by different motives, which indirectly influence individuals’ advertising responses; via perceptions of advertising value. The results offer theoretical and practical insights on advertising on SM.

Original language	English
Title of host publication	Proceedings of the EMAC 2020 Regional Conference
Number of pages	1
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2020
Publication status	Published - 2020
Externally published	Yes
Event	2020 EMAC Regional Conference (Online) - Online (Faculty of Economics & Business, University of Zagreb) Duration: 16 Sept 2020 → 19 Sept 2020 Conference number: 48 https://www.efzg.unizg.hr/emacregional2020

Conference

Conference	2020 EMAC Regional Conference (Online)
Number	48
Location	Online (Faculty of Economics & Business, University of Zagreb)
Period	16/09/2020 → 19/09/2020
Internet address	https://www.efzg.unizg.hr/emacregional2020

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

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https://proceedings.emac-online.org/index.cfm?abstractid=R2020-84704&Dominant%20Motives%20and%20Perceptual%20Drivers%20of%20SocialLicence: Unspecified

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Michaelidou, N., Micevski, M., & Halkias, G. (2020). Dominant Motives and Perceptual Drivers of Social Media Advertising Response: Are Users More Receptive to Advertising on Facebook or YouTube? In Proceedings of the EMAC 2020 Regional Conference European Marketing Academy. EMAC. https://proceedings.emac-online.org/index.cfm?abstractid=R2020-84704&Dominant%20Motives%20and%20Perceptual%20Drivers%20of%20Social

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title = "Dominant Motives and Perceptual Drivers of Social Media Advertising Response: Are Users More Receptive to Advertising on Facebook or YouTube?",

abstract = "Users respond to advertising on social media (SM) differently. Past research has not considered such variation in responses across SM platforms, despite their importance in informing communication strategy. This research, therefore, examines users{\textquoteright} motivational and perceptual drivers across two SM sites (i.e., Facebook and YouTube), investigating the mechanisms through which these motives drive advertising responses. Results from two studies show that depending on the SM platform, the usage of the platform is dominated by different motives, which indirectly influence individuals{\textquoteright} advertising responses; via perceptions of advertising value. The results offer theoretical and practical insights on advertising on SM. ",

author = "Nina Michaelidou and Milena Micevski and Georgios Halkias",

year = "2020",

language = "English",

series = "Proceedings of the European Marketing Academy",

publisher = "European Marketing Academy. EMAC",

booktitle = "Proceedings of the EMAC 2020 Regional Conference",

note = "2020 EMAC Regional Conference (Online) ; Conference date: 16-09-2020 Through 19-09-2020",

url = "https://www.efzg.unizg.hr/emacregional2020",

}

Michaelidou, N, Micevski, M & Halkias, G 2020, Dominant Motives and Perceptual Drivers of Social Media Advertising Response: Are Users More Receptive to Advertising on Facebook or YouTube? in Proceedings of the EMAC 2020 Regional Conference. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, 2020 EMAC Regional Conference (Online), 16/09/2020. <https://proceedings.emac-online.org/index.cfm?abstractid=R2020-84704&Dominant%20Motives%20and%20Perceptual%20Drivers%20of%20Social>

Dominant Motives and Perceptual Drivers of Social Media Advertising Response: Are Users More Receptive to Advertising on Facebook or YouTube? / Michaelidou, Nina; Micevski, Milena ; Halkias, Georgios.
Proceedings of the EMAC 2020 Regional Conference. Brussels: European Marketing Academy. EMAC, 2020. (Proceedings of the European Marketing Academy).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

TY - ABST

T1 - Dominant Motives and Perceptual Drivers of Social Media Advertising Response

T2 - 2020 EMAC Regional Conference (Online)

AU - Michaelidou, Nina

AU - Micevski, Milena

AU - Halkias, Georgios

N1 - Conference code: 48

PY - 2020

Y1 - 2020

N2 - Users respond to advertising on social media (SM) differently. Past research has not considered such variation in responses across SM platforms, despite their importance in informing communication strategy. This research, therefore, examines users’ motivational and perceptual drivers across two SM sites (i.e., Facebook and YouTube), investigating the mechanisms through which these motives drive advertising responses. Results from two studies show that depending on the SM platform, the usage of the platform is dominated by different motives, which indirectly influence individuals’ advertising responses; via perceptions of advertising value. The results offer theoretical and practical insights on advertising on SM.

AB - Users respond to advertising on social media (SM) differently. Past research has not considered such variation in responses across SM platforms, despite their importance in informing communication strategy. This research, therefore, examines users’ motivational and perceptual drivers across two SM sites (i.e., Facebook and YouTube), investigating the mechanisms through which these motives drive advertising responses. Results from two studies show that depending on the SM platform, the usage of the platform is dominated by different motives, which indirectly influence individuals’ advertising responses; via perceptions of advertising value. The results offer theoretical and practical insights on advertising on SM.

M3 - Conference abstract in proceedings

T3 - Proceedings of the European Marketing Academy

BT - Proceedings of the EMAC 2020 Regional Conference

PB - European Marketing Academy. EMAC

CY - Brussels

Y2 - 16 September 2020 through 19 September 2020

ER -