Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response

The growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate their products in highly competitive markets. The purpose of this research is to examine the antecedents of social media advertising value and their...

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Detalles Bibliográficos
Autores: Núñez Barriopedro, Estela|||0000-0002-2292-8147, Cuesta Valiño, Pedro|||0000-0001-9521-333X, Gutiérrez Rodríguez, Pablo
Tipo de recurso: artículo
Fecha de publicación:2020
País:España
Institución:Universidad de Alcalá (UAH)
Repositorio:e_Buah Biblioteca Digital Universidad de Alcalá
Idioma:inglés
OAI Identifier:oai:ebuah.uah.es:10017/44502
Acceso en línea:http://hdl.handle.net/10017/44502
https://dx.doi.org/10.3390/ijerph17186463
Access Level:acceso abierto
Palabra clave:healthy food
social media advertising
attitude
intention
consumer response
utilitarian value
hedonic value
social networks
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spelling Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' ResponseNúñez Barriopedro, Estela|||0000-0002-2292-8147Cuesta Valiño, Pedro|||0000-0001-9521-333XGutiérrez Rodríguez, Pablohealthy foodsocial media advertisingattitudeintentionconsumer responseutilitarian valuehedonic valuesocial networksThe growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate 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 Ducoffe'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.20202020-09-04journal articlehttp://purl.org/coar/resource_type/c_6501NAhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10017/44502https://dx.doi.org/10.3390/ijerph17186463reponame:e_Buah Biblioteca Digital Universidad de Alcaláinstname:Universidad de Alcalá (UAH)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-ShareAlike 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccessoai:ebuah.uah.es:10017/445022026-06-18T11:13:07Z
dc.title.none.fl_str_mv Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
title Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
spellingShingle Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
Núñez Barriopedro, Estela|||0000-0002-2292-8147
healthy food
social media advertising
attitude
intention
consumer response
utilitarian value
hedonic value
social networks
title_short Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
title_full Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
title_fullStr Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
title_full_unstemmed Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
title_sort Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response
dc.creator.none.fl_str_mv Núñez Barriopedro, Estela|||0000-0002-2292-8147
Cuesta Valiño, Pedro|||0000-0001-9521-333X
Gutiérrez Rodríguez, Pablo
author Núñez Barriopedro, Estela|||0000-0002-2292-8147
author_facet Núñez Barriopedro, Estela|||0000-0002-2292-8147
Cuesta Valiño, Pedro|||0000-0001-9521-333X
Gutiérrez Rodríguez, Pablo
author_role author
author2 Cuesta Valiño, Pedro|||0000-0001-9521-333X
Gutiérrez Rodríguez, Pablo
author2_role author
author
dc.subject.none.fl_str_mv healthy food
social media advertising
attitude
intention
consumer response
utilitarian value
hedonic value
social networks
topic healthy food
social media advertising
attitude
intention
consumer response
utilitarian value
hedonic value
social networks
description The growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate 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 Ducoffe'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.
publishDate 2020
dc.date.none.fl_str_mv 2020
2020-09-04
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
NA
http://purl.org/coar/version/c_be7fb7dd8ff6fe43
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10017/44502
https://dx.doi.org/10.3390/ijerph17186463
url http://hdl.handle.net/10017/44502
https://dx.doi.org/10.3390/ijerph17186463
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-ShareAlike 4.0 International
http://creativecommons.org/licenses/by-nc-sa/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-ShareAlike 4.0 International
http://creativecommons.org/licenses/by-nc-sa/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:e_Buah Biblioteca Digital Universidad de Alcalá
instname:Universidad de Alcalá (UAH)
instname_str Universidad de Alcalá (UAH)
reponame_str e_Buah Biblioteca Digital Universidad de Alcalá
collection e_Buah Biblioteca Digital Universidad de Alcalá
repository.name.fl_str_mv
repository.mail.fl_str_mv
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