RT info:eu-repo/semantics/article
T1 Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
A1 Núñez Barriopedro, Estela
A1 Cuesta Valiño, Pedro
A1 Gutiérrez Rodríguez, Pablo
K1 healthy food
K1 social media advertising
K1 attitude
K1 intention
K1 consumer response
K1 utilitarian value
K1 hedonic value
K1 social networks
AB The 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.
SN 1661-7827
YR 2020
FD 2020-09-04
LK http://hdl.handle.net/10017/44502
UL http://hdl.handle.net/10017/44502
LA eng
DS MINDS@UW
RD 19-abr-2024