The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust

作者：

Highlights：

• Social media ad relevance can be subdivided into personal relevance and social relevance.

• Social media ad personal relevance and social relevance can positively and simultaneously affect consumer ad engagement.

• Conversation value and social motivation mediate the impacts of ad relevance personal and social relevance on ad engagement.

• Platform trust reinforces the impacts of ad personal relevance on social motivation and social motivation.

摘要

•Social media ad relevance can be subdivided into personal relevance and social relevance.•Social media ad personal relevance and social relevance can positively and simultaneously affect consumer ad engagement.•Conversation value and social motivation mediate the impacts of ad relevance personal and social relevance on ad engagement.•Platform trust reinforces the impacts of ad personal relevance on social motivation and social motivation.

论文关键词：Social media,Advertisement,Conversation value,Social motivation,Platform trust

论文评审过程：Received 8 September 2020, Revised 2 April 2021, Accepted 15 April 2021, Available online 22 April 2021, Version of Record 11 May 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2021.106834