Mediation role of attitude towards product placement in social media

Azaze @ Azizi Bin Haji Abdul Adis, and Phang Ing, and Zaiton Osman, and Izyanti Awang Razli, and Mohd Rizwan Abd Majid, and Stephen Laison Sondoh Jr, (2015) Mediation role of attitude towards product placement in social media. Journal of Sustainable Development, 8 (3). p. 10. ISSN 1913-9063

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Abstract

The present paper empirically examines consumer attitude and behavioral intention structures in social media context, particularly focusing on Gen Ys who are the world’s largest population group. Three antecedent factors (i.e. perceived relevance, perceived value and perceived credibility) were closely examined for their influences on attitude towards product placement (App) and purchase intention. App was proposed to serve as a mediator between these antecedent factors and purchase intention. The mediation results indicated that perceived relevancy and perceived credibility affect purchase intention in two ways: directly and indirectly through App. Meanwhile, perceived value only has a significant direct effect on purchase intention. Consumers considered perceived relevance and perceived credibility as antecedents to App, but not perceived value. The findings provide useful insight to both marketers and academicians in planning for their promotion strategy.

Item Type: Article
Uncontrolled Keywords: Consumer attitude , Gen Ys , product placement (App)
Subjects: H Social Sciences > HF Commerce
Divisions: FACULTY > Faculty of Humanities, Arts and Heritage
Depositing User: Unnamed user with email storage.bpmlib@ums.edu.my
Date Deposited: 06 Jun 2017 02:59
Last Modified: 25 Oct 2017 06:04
URI: http://eprints.ums.edu.my/id/eprint/15344

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