JBE manuscript V4_ACCEPTED_17032015_SUBMITTED.pdf (234.14 kB)

Controversial advert perceptions in SNS advertising: the role of ethical judgement and religious commitment

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journal contribution
posted on 14.08.2015, 10:29 by Selma Kadic-Maglajlic, M. Arslanagic-Kalajdzic, Milena Micevski, Nina Michaelidou, Ekaterina Nemkova
This study attempts to advance knowledge in the area of controversial advertising by examining the antecedents and consequences of controversial advert perceptions in the context of social media, and particularly social networking sites (SNS). Specifically, we explore how ethical judgement and religious commitment shape controversial advert perceptions leading to attitudes towards the advert, brand attitudes and purchase intentions. Our results indicate that when a SNS advert is judged to be ethically acceptable, the level of perceived advert controversy is lower. However, the impact of ethical judgement on controversial advert perceptions becomes significant and positive when intra-personal commitment and inter-personal religious commitment are introduced as moderators. This result implies that the level of religious commitment changes the ethical judgement - controversial advert perceptions relationship. The results also highlight that controversial advert perceptions negatively influence attitude toward the advert. The study contributes to the limited knowledge on controversial advertising on SNS, yielding significant and relevant implications for academics and advertisers alike, in their effort to improve advertising effectiveness without offending or alienating target audiences.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Business Ethics

Volume

141

Issue

2

Pages

249 - 265

Citation

KADIC-MAGIAJLIC, S. ... et al, 2017. Controversial advert perceptions in SNS advertising: the role of ethical judgement and religious commitment. Journal of Business Ethics 141(2), pp.249-265.

Publisher

© Springer Verlag

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

28/06/2015

Publication date

2015-12-02

Notes

The final publication is available at Springer via http://dx.doi.org/10.1007/s10551-015-2755-5

ISSN

0167-4544

eISSN

1573-0697

Language

en

Exports