Korean consumer perspectives on social media advertising and intention to join brand pages

다국어 초록 (Multilingual Abstract)

This study examines the exogenous factors that affect South Korean consumers’intentions to join brand pages. The findings suggest that utilitarian and hedonic valuesof social media advertising enhance users’ positive attitudes toward social mediaadvertising, but attitudes toward social media are not related to intention to join brandpages. However, utilitarian value is directly related to intention to join brand pages.
Affiliation construct has a positive effect on social influence, which is a significantpredictor of consumers’ intentions to join brand pages. Also, social influence is astronger indicator than utilitarian value as an exogenous variable of intention to joinbrand pages. The conceptual framework of this study provides a theoretical basis forexplaining Korean consumers’ intentions to become fans of brand pages. This is a newresearch domain in brand communication that offers a new direction for Asianconsumer research.

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