Determinants of effective SoLoMo advertising from the perspective of social capital

摘要

Purpose - The purpose of this paper is to investigate factors affecting attitudes toward social-local-mobile (SoLoMo) advertising from the perspective of social capital. Design/methodology/approach - There were 422 respondents filling out the survey instrument. The research model in this study is tested using SPSS 20 software. Findings - The results show that structural, relational, and cognitive dimensions of social capital have impacts on consumer attitudes toward SoLoMo advertising. Originality/value - It contributes to the literature by advancing our knowledge about determinants of effective SoLoMo advertising from the perspective of social capital. It also provides constructs that constitute the three dimensions in advertising. The author expands the understanding of the social relations under the context of business to consumer by adding substantial nuances to the understanding of the role of social capital in advertising. Finally, this study provides practical suggestions.