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Título
Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
International Journal of Environmental Research and Public Health
Número de la revista
18
Datos de la obra
Cuesta-Valiño, P., Gutiérrez Rodríguez, P., y Núñez-Barriopedro, E. (2020). Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response. International Journal of Environmental Research and Public Health, 17(18), 6463. https://doi.org/10.3390/IJERPH17186463
Editor
MDPI
Fecha
2020
Abstract
[EN] The growing concern for health is currently a global trend, so promoting healthy products
is an opportunity that companies can exploit to di erentiate 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 Duco e’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.
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Peer review
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