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

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Haghighinasab Manijeh; Ahadi Pari; Haghdadi Elham

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Journal Paper

Paper Information

Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:1 Page(s): 22-46

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Information Journal Paper

Title

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

Author(s)

Haghighinasab Manijeh | Ahadi Pari | Haghdadi Elham | Issue Writer Certificate

Keywords

Social networks

Social bonds

Ad response

Perceived Ad relevance

Perceived Ad values

Abstract

The behavioral response of users to advertise plays a significant role in consumer buying behaviors. An effective way to gain users 'positive perceptions of advertising is Social bonds that can facilitate in-group communications and users' positive response to ads by employing an accurate communication system in an online group. Accordingly, the present study examines the effect of social links on consumer responses to advertisements in Social networks. The present research is practical and the aim 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 sach as telegram or instagram. Data were obtained by simple random sampling in a sample of 303 members of groups using questionnaire tools and were tested by structural equation modeling. The results indicate that Social bonds with impact, Support for communication, 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. When consumers perceive ads to be useful, valuable and relevant to the product or service, they pay attention, they click on the ad and are more likely to view the likes and comments of other members of the group, thereby they will feel a positive sense about the ad and want to buy them. A user's positive response reflects a user's personal support for what is in that ad. This way the user will be more interested in the product or service, advertising this network and when the time comes to buy, it is very likely that the user will prefer that brand to other brands.

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APA: Copy

Haghighinasab, Manijeh, Ahadi, Pari, & Haghdadi, Elham. (2020). The impact of Social bonds on consumer responses to advertising on social networks. CONSUMER BEHAVIOR STUDIES, 7(1 ), 22-46. SID. https://sid.ir/paper/961880/en

Vancouver: Copy

Haghighinasab Manijeh, Ahadi Pari, Haghdadi Elham. The impact of Social bonds on consumer responses to advertising on social networks. CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(1 ):22-46. Available from: https://sid.ir/paper/961880/en

IEEE: Copy

Manijeh Haghighinasab, Pari Ahadi, and Elham Haghdadi, “The impact of Social bonds on consumer responses to advertising on social networks,” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 1 , pp. 22–46, 2020, [Online]. Available: https://sid.ir/paper/961880/en

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