The advertising value of Twitter Ads: a study among Mexican Millennials

• Autor(a) principal: Murillo, Enrique
• Data de Publicação: 2016
• Outros Autores: Merino, María, Núñez, Adriana
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/2471
• topic: Social media advertising; Millennials; microblogging; Twitter; Propaganda em redes sociais; geração do milênio; microblogging; Twitter

Purpose – This study set out to measure the perceived AdvertisingValue of Twitter ads on a large sample of Mexican Millennials.Design/methodology/approach – An online survey was used to collectdata among 630 university students. The hypothesized antecedentsof Advertising Value were Informativeness, Entertainment, Irritationand Credibility. The model was estimated using Partial Least Squares.Findings – Results indicate Informativeness and Entertainment werethe strongest predictors, with Credibility in third place. In addition,Credibility displayed gender effects: it was significant for femalerespondents but not for males. Irritation failed to reach statisticalsignificance in most subsamples, suggesting Twitter ads are moreacceptable to Millennials than other advertising formats.Originality/value – Millennials tend to dismiss traditional advertisingformats. At the same time they are heavy users of Social NetworkingSites. This research provides the first empirical estimation of the Ducoffemodel of Advertising Value in the microblogging service Twitter, andthe first application of this robust model of web advertising to a LatinAmerican sample. Our results have important implications for bothregional and global brands targeting Millennials.