Paper Info
Title
The impact of social cues and effectiveness in check-in advertising.
Abstract
Purpose - Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate for check-in based advertising in social media based on media richness theory and how content effectiveness affects content generation intention based on achievement motivation theory. Design/methodology/approach - A laboratory experiment was performed to evaluate the effects of social cue strategies on content effectiveness of attitude toward the ad and self-efficacy on recall. The influence of effectiveness on content generation intention are also measured in the experiment. Findings - The results of a laboratory experiment indicated that a strategy of using plentiful social cues has high effectiveness as measured by the concept of attitude toward the ad. Content effectiveness measured by attitude toward the ad and self-efficacy on recall can directly affect user intentions to generating check-in based advertisements. Research limitations/implications - Although check-in based advertising is driven by the customers themselves rather than by the company, companies can encourage their customers to follow an appropriate check-in content generation strategy to improve effectiveness. Practical implications - The findings of this study provide useful information for designing the content of social media designed to facilitate the promotion of products and companies in online-marketing. Originality/value - In theoretical contribution, this study integrates media richness theory and achievement motivation theory to explore how users intent to generate check-in advertising according to social cues effectiveness.
Year
DOI
Venue
2014
10.1108/K-01-2014-0015
KYBERNETES
Keywords
DocType
Volume
Social media,Attitude toward the ad,Check-in service,Social cue
Journal
43
Issue
ISSN
Citations 
7
0368-492X
0
PageRank 
References 
Authors
0.34
10
1
Name
Order
Citations
PageRank
Chi-Lun Liu1376.76