RT info:eu-repo/semantics/article
T1 Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response
A1 Cuesta Valiño, Pedro
A1 Gutiérrez Rodríguez, Pablo
A1 Nuñez Barriopedro, Estela
A2 Comercializacion e Investigacion de Mercados
K1 Comercio
K1 Economía
K1 Marketing
K1 Healthy food
K1 Social media advertising
K1 Attitude
K1 Intention
K1 Consumer response
K1 Utilitarian value
K1 Hedonic value
K1 Social networks
AB [EN] The growing concern for health is currently a global trend, so promoting healthy productsis an opportunity that companies can exploit to di erentiate their products in highly competitivemarkets. The purpose of this research is to examine the antecedents of social media advertising valueand their consequences for attitudes to healthy food and intentions to consume it, in a representativesample of Spanish consumers. The theory of Duco e’s advertising value model was used as aconceptual 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 datafrom 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 andpredictive variables. The result of this research allows us to determine which variables influence theconsumer’s response, as measured by intention, motivated by the consumer’s attitude to the value ofhealthy food, as influenced by the advertising value on social networks. Furthermore, the findingsshow that, for advertising healthy food on social networks to be valuable, it must be credible andrichly informative.
PB MDPI
LK http://hdl.handle.net/10612/21729
UL http://hdl.handle.net/10612/21729
NO 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
DS BULERIA. Repositorio Institucional de la Universidad de León
RD Jul 5, 2024