International SMA Behavioural Implications: An Analysis of the Mediating and Moderating Effects

Silva, Beatriz Isabel Ferreira da

http://hdl.handle.net/10400.8/6740

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Authors

Silva, Beatriz Isabel Ferreira da

Advisor(s)

Lisboa, Ana Catarina Cadima

Abstract(s)

The exponential growth of social media and the success of SMA around the globe has captured the attention of marketers, that now use SMA as an integrating part of their communication strategies. Even though, SMA has proven its worth as an important advertising tool, it is still making its way into academic research. Moreover, there is scant knowledge on consumers’ behaviour towards SMA, and even more so in cross-cultural settings. In this work I test a theory-grounded, four-stage model that considers the antecedent/outcome – belief, value, attitude and behaviour - process that consumers go through when they come across SMA. Additionally, this model enables the assessment of the interactive behavioural responses and contributes to the understanding of the mediating effects of SMA attitude and value, also considering the differences of consumers’ behaviours through cultures and social media types. The results confirm the mediating role of value and the partial mediating role of attitude, with the exception of the relationships of SMA credibility and the behavioural constructs, social interaction behaviour and message interaction behaviour. Additionally, empirical evidence is presented on positive attitudes towards SMA increasing consumers’ behavioural responses towards SMA. The moderating effects of culture and social media types were not confirmed, what might contribute to the discussion of the globality of international SMA. This reach provides a better understanding on the consumers’ international SMA behavioural responses.