Acceso abierto

Determinants of Consumer Attitudes Towards Social Media Advertising: Evidence from the Turkish Airline Industry


Cite

Abu-Ghosh, D. H., Al-Dmour, H., Alalwan, A. A., & Al-Dmour, R. H. (2018). Factors Affecting Jordanian Consumers’ Attitudes Towards Facebook Advertising: Case Study of Tourism. In Y. K. Dwivedi, N. P. Rana, E. L. Slade, M. A. Shareef, M. Clement, A. C. Simintiras, & B. Lal (Eds.), Emerging Markets from a Multidisciplinary Perspective: Challenges, Opportunities and Research Agenda (pp. 285–302). https://doi.org/10.1007/978-3-319-75013-2_2210.1007/978-3-319-75013-2_22 Search in Google Scholar

Alnsour, M., Ghannam, M., Al-Natour, R., & Alzeidat, Y. (2018). Social Media Effect on Purchase Intention: Jordanian Airline Industry. Journal of Internet Banking and Commerce, 23(2), 1–16. Search in Google Scholar

Arora, T., & Agarwal, B. (2019). Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach. Vision, 23(1), 56–69. https://doi.org/10.1177/097226291882124810.1177/0972262918821248 Search in Google Scholar

Aydın, G. (2016). Kişiselleştirme ve Sosyal Medya Reklamlarına Tutum Oluşumu. 21. Pazarlama Kongresi, 93–107. Kütahya: Pazarlama ve Pazarlama Araştırmaları Derneği. Search in Google Scholar

Bigne, E., Andreu, L., Hernandez, B., & Ruiz, C. (2018). The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry. Current Issues in Tourism, 21(9), 1014–1032. https://doi.org/10.1080/13683500.2015.112623610.1080/13683500.2015.1126236 Search in Google Scholar

Blumler, J. G., & Katz, E. (1974). The Uses of Mass Communications: Current Perspectives on Gratifications Research. California: Sage Publications. Search in Google Scholar

Brzozowska-Woś, M., & Schivinski, B. (2020). The effect of online reviews on consumer-based brand equity: Case-study of the polish restaurant sector. Central European Management Journal, 27(3), 2–27. https://doi.org/10.7206/cemj.2658-0845.110.7206/cemj.2658-0845.1 Search in Google Scholar

Clement, J. (2020). Social media - Statistics & Facts. Retrieved July 20, 2020, from https://www.statista.com/topics/1164/social-networks/ Search in Google Scholar

Cohen, J. (1992). A Power Primer. Psychological Bulletin, 112(1), 155–159. https://doi.org/10.1037/0033-2909.112.1.15510.1037/0033-2909.112.1.155 Search in Google Scholar

Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165–172. https://doi.org/10.1016/j.chb.2016.01.03710.1016/j.chb.2016.01.037 Search in Google Scholar

Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58–67. https://doi.org/10.1016/j.tourman.2014.09.00510.1016/j.tourman.2014.09.005 Search in Google Scholar

Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.1050502210.1080/10641734.1995.10505022 Search in Google Scholar

Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35. Search in Google Scholar

Erawan, T. (2016). Tourists’ intention to give permission via mobile technology in Thailand. Journal of Hospitality and Tourism Technology, 7(4), 330–346. https://doi.org/10.1108/JHTT-11-2015-004410.1108/JHTT-11-2015-0044 Search in Google Scholar

Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as Signals: A Cross-Country Validation Study. Journal of Marketing, 70(1), 34–49. https://doi.org/10.1509/jmkg.2006.70.1.3410.1509/jmkg.2006.70.1.34 Search in Google Scholar

Esu, B. B., & Anyadighibe, J. A. (2014). Social Media Micromarketing and Customers’ Satisfaction of Domestic Airlines in Nigeria. American Journal of Tourism Research, 3(1), 9–21. https://doi.org/10.11634/21683786140341210.11634/216837861403412 Search in Google Scholar

Faul, F., Erdfelder, E., Lang, A. G., & Buchner, A. (2007). G*Power 3: A Flexible Statistical Power Analysis Program for the Social, Behavioral, and Biomedical Sciences. Behavior Research Methods, 39(2), 175–191. https://doi.org/10.3758/BF0319314610.3758/BF03193146 Search in Google Scholar

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/315131210.2307/3151312 Search in Google Scholar

Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.161843110.1080/23311975.2019.1618431 Search in Google Scholar

Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-910.1016/S0305-0483(00)00021-9 Search in Google Scholar

Ghosh, M. (2018). Measuring electronic service quality in India using E-S-QUAL. International Journal of Quality and Reliability Management, 35(2), 430–445. https://doi.org/10.1108/IJQRM-07-2016-010110.1108/IJQRM-07-2016-0101 Search in Google Scholar

Gummesson, E. (2008). Extending the service-dominant logic: From customer centricity to balanced centricity. Journal of the Academy of Marketing Science, 36(1), 15–17. https://doi.org/10.1007/s11747-007-0065-x10.1007/s11747-007-0065-x Search in Google Scholar

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Thousand Oaks: SAGE Publications, Inc. Search in Google Scholar

Hakimi, R. N., Lim, X. J., Cheah, J. H., Ting, H., Soebandhi, S., Sudiyanti, S., & Basha, N. K. (2019). Determinants of consumer attitudes toward mobile advertising: A cross-border study between Malaysia and Indonesia using PLS-MGA. International Journal of Economics and Management, 13(1), 21–36. Search in Google Scholar

Hamouda, M. (2018). Understanding social media advertising effect on consumers’ responses: An empirical investigation of tourism advertising on Facebook. Journal of Enterprise Information Management, 31(3), 426–445. https://doi.org/10.1108/JEIM-07-2017-010110.1108/JEIM-07-2017-0101 Search in Google Scholar

Hasan, B. (2016). Perceived irritation in online shopping: The impact of website design characteristics. Computers in Human Behavior, 54, 224–230. https://doi.org/10.1016/j.chb.2015.07.05610.1016/j.chb.2015.07.056 Search in Google Scholar

Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management and Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-038210.1108/IMDS-09-2015-0382 Search in Google Scholar

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-810.1007/s11747-014-0403-8 Search in Google Scholar

Hvass, K. A., & Munar, A. M. (2012). The takeoff of social media in tourism. Journal of Vacation Marketing, 18(2), 93–103. https://doi.org/10.1177/135676671143597810.1177/1356766711435978 Search in Google Scholar

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.00310.1016/j.bushor.2009.09.003 Search in Google Scholar

Katz, E. (1959). Mass communications research and the study of popular culture: An editorial note on a possible future for this journal. Studies in Public Communication, 2, 1–6. Search in Google Scholar

Kemp, S. (2020). Digital 2020 Global Overview Report. Retrieved July 15, 2020, from https://wearesocial.com/digital-2020 Search in Google Scholar

Kim, M. (2020). Determinants of Young Consumers’ Attitude toward Mobile Advertising: The Role of Regulatory Focus. Journal of Promotion Management, 26(2), 186–206. https://doi.org/10.1080/10496491.2019.169962310.1080/10496491.2019.1699623 Search in Google Scholar

Knoblich, S., Martin, A., Nash, R., & Stansbie, P. (2017). Keys to success in social media marketing (SMM) – Prospects for the German airline industry. Tourism and Hospitality Research, 17(2), 147–164. https://doi.org/10.1177/146735841561041510.1177/1467358415610415 Search in Google Scholar

Koch, S., & Tritscher, F. (2017). Social media in the airline industry: acceptance of social seating. Journal of Hospitality and Tourism Technology, 8(2), 256–279. https://doi.org/10.1108/JHTT-11-2016-007810.1108/JHTT-11-2016-0078 Search in Google Scholar

Le, T. D., & Nguyen, B. T. H. (2014). Attitudes toward mobile advertising: A study of mobile web display and mobile app display advertising. Asian Academy of Management Journal, 19(2), 87–103. Search in Google Scholar

Lee, C. K. M., Ng, K. K. H., Chan, H. K., Choy, K. L., Tai, W. C., & Choi, L. S. (2018). A multi-group analysis of social media engagement and loyalty constructs between full-service and lowcost carriers in Hong Kong. Journal of Air Transport Management, 73, 46–57. https://doi.org/10.1016/j.jairtraman.2018.08.00910.1016/j.jairtraman.2018.08.009 Search in Google Scholar

Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management and Data Systems, 117(6), 1011–1036. https://doi.org/10.1108/IMDS-06-2016-022910.1108/IMDS-06-2016-0229 Search in Google Scholar

Luna-Nevarez, C., & Torres, I. M. (2015). Consumer Attitudes Toward Social Network Advertising. Journal of Current Issues and Research in Advertising, 36(1), 1–19. https://doi.org/10.1080/10641734.2014.91259510.1080/10641734.2014.912595 Search in Google Scholar

MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.2307/125141310.2307/1251413 Search in Google Scholar

Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–387. https://doi.org/10.1016/j.jbusres.2017.12.04710.1016/j.jbusres.2017.12.047 Search in Google Scholar

Murillo, E., Merino, M., & Núñez, A. (2016). The advertising value of Twitter Ads: a study among Mexican Millennials. Review of Business Management, 18(61), 436–456. https://doi.org/10.7819/rbgn.v18i61.247110.7819/rbgn.v18i61.2471 Search in Google Scholar

Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: Theoretical challenges and future directions. International Marketing Review, 30(1), 56–71. https://doi.org/10.1108/0265133131129857310.1108/02651331311298573 Search in Google Scholar

Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), 67–78. https://doi.org/10.1016/j.tele.2014.03.00110.1016/j.tele.2014.03.001 Search in Google Scholar

Patino, A., Pitta, D. A., & Quinones, R. (2012). Social media’s emerging importance in market research. Journal of Consumer Marketing, 29(3), 233–237. https://doi.org/10.1108/0736376121122180010.1108/07363761211221800 Search in Google Scholar

Pituch, K. A., & Stevens, J. P. (2015). Applied Multivariate Statistics for the Social Sciences (6th ed.). New York: Routledge.10.4324/9781315814919 Search in Google Scholar

Plume, C. J., & Slade, E. L. (2018). Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective. Information Systems Frontiers, 20(3), 471–483. https://doi.org/10.1007/s10796-017-9821-810.1007/s10796-017-9821-8 Search in Google Scholar

Punel, A., & Ermagun, A. (2018). Using Twitter network to detect market segments in the airline industry. Journal of Air Transport Management, 73, 67–76. https://doi.org/10.1016/j.jairtraman.2018.08.00410.1016/j.jairtraman.2018.08.004 Search in Google Scholar

Rajesh, S., Raj, G., Dhuvandranand, S., & Kiran, D. R. (2019). Factors Influencing Customers’ Attitude towards SMS Advertisement: Evidence from Mauritius. Studies in Business and Economics, 14(2), 141–159. https://doi.org/10.2478/sbe-2019-003110.2478/sbe-2019-0031 Search in Google Scholar

Raney, A. A., Arpan, L. M., Pashupati, K., & Brill, D. A. (2003). At the movies, on the web: An investigation of the effects of entertaining and interactive web content on site and brand evaluations. Journal of Interactive Marketing, 17(4), 38–53. https://doi.org/10.1002/dir.1006410.1002/dir.10064 Search in Google Scholar

Reinartz, W., Haenlein, M., & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of Research in Marketing, 26(4), 332–344. https://doi.org/10.1016/j.ijresmar.2009.08.00110.1016/j.ijresmar.2009.08.001 Search in Google Scholar

Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. Retrieved from https://www.smartpls.com Search in Google Scholar

Rubin, A. M. (2009). Uses and Gratifications: An Evolving Perspective of Media Effects. In R. L. Nabi & M. B. Oliver (Eds.), The SAGE Handbook of Media Processes and Effects (pp. 147–160). New Delhi: SAGE Publications, Inc. Search in Google Scholar

Sari, D. K., Suziana, S., & Games, D. (2020). An evaluation of social media advertising for Muslim millennial parents. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-02-2020-005510.1108/JIMA-02-2020-0055 Search in Google Scholar

Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research. In A Concise Guide to Market Research (3rd ed.). Berlin: Springer-Verlag GmbH.10.1007/978-3-662-56707-4 Search in Google Scholar

Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.01410.1016/j.jairtraman.2017.09.014 Search in Google Scholar

Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7–22. Search in Google Scholar

Sigurdsson, V., Menon, R. G. V., Hallgrímsson, A. G., Larsen, N. M., & Fagerstrøm, A. (2018). Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements. Journal of Promotion Management, 24(5), 694–714. https://doi.org/10.1080/10496491.2018.140552310.1080/10496491.2018.1405523 Search in Google Scholar

SimpliFlying.com. (2018). Airline Social Media Outlook Report 2019. Retrieved June 7, 2020, from https://simpliflying.com/2018/airline-social-media-outlook-2019/ Search in Google Scholar

Siyal, A. W., Donghong, D., Umrani, W. A., Siyal, S., & Bhand, S. (2019). Predicting Mobile Banking Acceptance and Loyalty in Chinese Bank Customers. SAGE Open, 9(2), 1–21. https://doi.org/10.1177/215824401984408410.1177/2158244019844084 Search in Google Scholar

Spil, T. A. M., Effing, R., & Both, M. P. (2016). Enable, engage and evaluate: Introducing the 3e social media strategy canvas based on the european airline industry. 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, 15–30. https://doi.org/10.1007/978-3-319-45234-0_210.1007/978-3-319-45234-0_2 Search in Google Scholar

Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48(1), 159–205. https://doi.org/10.1016/j.csda.2004.03.00510.1016/j.csda.2004.03.005 Search in Google Scholar

Van der Waldt, D., Rebello, T., & Brown, W. (2009). Attitudes of young consumers towards SMS advertising. African Journal of Business Management, 3(9), 444–452. https://doi.org/10.5897/AJBM09.161 Search in Google Scholar

Wong, K. K.-K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32. Search in Google Scholar

Yang, K. C., Huang, C. H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes, 46(5), 840–853. https://doi.org/10.1108/K-03-2016-003810.1108/K-03-2016-0038 Search in Google Scholar

Yoo, K. H., & Gretzel, U. (2011). Antecedents and Impacts of Trust in Travel-Related Consumer- Generated Media. Information Technology & Tourism, 12(2), 139–152. https://doi.org/10.3727/109830510x1288797100270110.3727/109830510X12887971002701 Search in Google Scholar

Zha, X., Li, J., & Yan, Y. (2015). Advertising value and credibility transfer: Attitude towards web advertising and online information acquisition. Behaviour and Information Technology, 34(5), 520–532. https://doi.org/10.1080/0144929X.2014.97838010.1080/0144929X.2014.978380 Search in Google Scholar