In the era of Web 2.0, the development of information communication technologies (ICTs) promotes consumer–company and consumer–consumer interactions. The prosperity of social networking sites (SNSs) is a fine illustration, which not only promotes people’s communication but also drives social advertising. Product selling and brand information diffusion are equally important for a company. Therefore, this study investigates how social advertising promotes consumers’ brand purchase inten-tion and brand content-sharing intention. That is, entertainment-oriented brand content characteris-tics affect the attitude toward brand content and then promote brand purchase intention and brand content-sharing intention. An empirical study will be done to examine the research hypotheses. There will also be a discussion about academic and practical implications corresponding to the study find-ings as well as future research directions.
Lou, Liguo and Koh, Joon, "IS SOCIAL ADVERTISING EFFECTIVE? INFLUENCE OF BRAND CONTENT ON BRAND PURCHASE INTENTION AND BRAND INFORMATION DIFFUSION" (2016). Research-in-Progress Papers. 40.