Show simple item record

dc.contributor.authorNúñez Barriopedro, Estela 
dc.contributor.authorCuesta Valiño, Pedro 
dc.contributor.authorGutiérrez Rodríguez, Pablo
dc.identifier.bibliographicCitationInternational Journal of Environmental Research and Public Health, 2020, v. 17, n. 18en
dc.description.abstractThe growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate their products in highly competitive markets. The purpose of this research is to examine the antecedents of social media advertising value and their consequences for attitudes to healthy food and intentions to consume it, in a representative sample of Spanish consumers. The theory of Ducoffe's advertising value model was used as a conceptual framework for the antecedents of attitudes based on utilitarian and hedonic values. To achieve this objective, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of the Spanish population with 2023 valid questionnaires. The Partial Least Square (PLS) method was applied to test the hypothesized relationships and predictive variables. The result of this research allows us to determine which variables influence the consumer's response, as measured by intention, motivated by the consumer's attitude to the value of healthy food, as influenced by the advertising value on social networks. Furthermore, the findings show that, for advertising healthy food on social networks to be valuable, it must be credible and richly informative.en
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0)en
dc.subjecthealthy fooden
dc.subjectsocial media advertisingen
dc.subjectconsumer responseen
dc.subjectutilitarian valueen
dc.subjecthedonic valueen
dc.subjectsocial networksen
dc.titlePerception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Responseen
dc.contributor.affiliationEconomía y Dirección de EmpresasES_es
dc.identifier.publicationtitleInternational Journal of Environmental Research and Public Healthen

Files in this item


This item appears in the following Collection(s)

Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0)
Este ítem está sujeto a una licencia Creative Commons.