The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust.
Shuang GengPianpian YangYun GaoYing TanCongcong YangPublished in: Comput. Hum. Behav. (2021)
Keyphrases
- social media
- social connections
- online consumer
- social context
- sponsored search
- social networks
- social networking
- social network sites
- user generated content
- social interaction
- individual level
- social media platforms
- contextual advertising
- social capital
- social networking sites
- information retrieval
- online social
- information diffusion
- click prediction
- virtual communities
- search engine
- social relationships
- social activities
- network effects
- trust model
- search advertising