Advanced search
1 file | 374.16 KB Add to list

The power of Facebook friends : an investigation of young adolescents’ processing of social advertising on social networking sites

Author
Organization
Abstract
This study investigates the underlying mechanisms of how young adolescents process social advertising (i. e., advertising on social networking sites which shows how many and which of the user's friends have 'liked' the brand's page). Particularly, two experiments examined the role of brand trust in adolescents' attitude formation and how brand trust is predicted by theories of social proof and persuasion knowledge. In addition, the moderating role of brand familiarity and brand value is investigated. The first experiment (N = 142) showed that higher brand trust was induced for social advertising for unfamiliar but not for familiar brands through the principle of social proof. This means that friends' likes may reduce uncertainty and increase trust in unfamiliar brands through social advertising, something which enhances brand attitudes. Persuasion knowledge could not explain the effects of social advertising. The second experiment (N = 72) showed that social advertisements are more effective for brands that are symbolic (versus non-symbolic). Managerial and policy implications regarding social advertising targeting adolescents are discussed.
Keywords
adolescents, social network advertising, advertising type effects, advertising processing, social proof, persuasion knowledge, PERSUASION KNOWLEDGE, CONSUMER SOCIALIZATION, BRAND FAMILIARITY, PRIVACY CONCERNS, DECISION-MAKING, TRUST, RESPONSES, CHILDREN, CONTEXT, MEDIA

Downloads

  • Revised Manuscript Communications FINAL.pdf
    • full text (Accepted manuscript)
    • |
    • open access
    • |
    • PDF
    • |
    • 374.16 KB

Citation

Please use this url to cite or link to this publication:

MLA
Holvoet, Sanne, et al. “The Power of Facebook Friends : An Investigation of Young Adolescents’ Processing of Social Advertising on Social Networking Sites.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH, 2024, doi:10.1515/commun-2021-0044.
APA
Holvoet, S., Hudders, L., & Herrewijn, L. (2024). The power of Facebook friends : an investigation of young adolescents’ processing of social advertising on social networking sites. COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH. https://doi.org/10.1515/commun-2021-0044
Chicago author-date
Holvoet, Sanne, Liselot Hudders, and Laura Herrewijn. 2024. “The Power of Facebook Friends : An Investigation of Young Adolescents’ Processing of Social Advertising on Social Networking Sites.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH. https://doi.org/10.1515/commun-2021-0044.
Chicago author-date (all authors)
Holvoet, Sanne, Liselot Hudders, and Laura Herrewijn. 2024. “The Power of Facebook Friends : An Investigation of Young Adolescents’ Processing of Social Advertising on Social Networking Sites.” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH. doi:10.1515/commun-2021-0044.
Vancouver
1.
Holvoet S, Hudders L, Herrewijn L. The power of Facebook friends : an investigation of young adolescents’ processing of social advertising on social networking sites. COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH. 2024;
IEEE
[1]
S. Holvoet, L. Hudders, and L. Herrewijn, “The power of Facebook friends : an investigation of young adolescents’ processing of social advertising on social networking sites,” COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH, 2024.
@article{8721714,
  abstract     = {{This study investigates the underlying mechanisms of how young adolescents process social advertising (i. e., advertising on social networking sites which shows how many and which of the user's friends have 'liked' the brand's page). Particularly, two experiments examined the role of brand trust in adolescents' attitude formation and how brand trust is predicted by theories of social proof and persuasion knowledge. In addition, the moderating role of brand familiarity and brand value is investigated. The first experiment (N = 142) showed that higher brand trust was induced for social advertising for unfamiliar but not for familiar brands through the principle of social proof. This means that friends' likes may reduce uncertainty and increase trust in unfamiliar brands through social advertising, something which enhances brand attitudes. Persuasion knowledge could not explain the effects of social advertising. The second experiment (N = 72) showed that social advertisements are more effective for brands that are symbolic (versus non-symbolic). Managerial and policy implications regarding social advertising targeting adolescents are discussed.}},
  author       = {{Holvoet, Sanne and Hudders, Liselot and Herrewijn, Laura}},
  issn         = {{0341-2059}},
  journal      = {{COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH}},
  keywords     = {{adolescents,social network advertising,advertising type effects,advertising processing,social proof,persuasion knowledge,PERSUASION KNOWLEDGE,CONSUMER SOCIALIZATION,BRAND FAMILIARITY,PRIVACY CONCERNS,DECISION-MAKING,TRUST,RESPONSES,CHILDREN,CONTEXT,MEDIA}},
  language     = {{eng}},
  title        = {{The power of Facebook friends : an investigation of young adolescents’ processing of social advertising on social networking sites}},
  url          = {{http://doi.org/10.1515/commun-2021-0044}},
  year         = {{2024}},
}

Altmetric
View in Altmetric
Web of Science
Times cited: