The Dual-mediation Effect of Perceived Accuracy and Perceived Connectedness on Consumer Attitude Toward Social Network Advertising

Tao-Sheng Chiu, Zhaoqing University, China
Kai-Yu Wang, Brock University, Canada
Wen-Hai Chih, National Dong Hwa University, Taiwan
Jaime Ortiz, University of Houston
Ying-Ching Lin, National Chengchi University, Taiwan
Xiu-Hua Yang, Gamania Digital Entertainment Co., Ltd., Taiwan

Tao-Sheng Chiu (Ph.D., National Dong Hwa University) is an associate professor in the Tourism and Historical College, Zhaoqing University, China. His research interests include consumer behaviour, service marketing, and marketing management.

Kai-Yu Wang (Ph.D., University of Wisconsin-Milwaukee) is an associate professor of Marketing at the Goodman School of Business, Brock University, Ontario, Canada. His research interests include internet and social media marketing, consumer psychology, marketing communication, and services marketing. His work has appeared in Journal of Business Research, Industrial Marketing Management, Journal of Service Theory and Practice, Service Industries Journal, Journal of Marketing Theory and Practice, International Journal of Advertising, Journal of Advertising, Cyberpsychology, Behavior and Social Networking, and Computers in Human Behavior. *Corresponding Author:

Wen-Hai Chih (Ph.D., Arizona State University) is a professor in the Department of Business Administration, National Dong Hwa University. His research interests include e-commerce, virtual community, social media, and social marketing. He has published more than 112 papers in 30 journals.

Jaime Ortiz (Ph.D., Virgina Tech) is the Vice Provost for Global Strategies and Studies at the University of Houston. His research focuses on topics related to economic growth and development, global investment decisions, and identification of sources and origins of technical change. He is the author, co-author, or editor of numerous books, book chapters, textbooks, research monographs and technical reports, and refereed journal articles. Her res work has appeared in

Ying-Ching Lin (Ph.D., National Central University, Taiwan) is a professor at the College of Communication, National Chengchi University, Taiwan. Her research interests include consumer psychology, perceptual biases, green marketing, prosocial behavior, advertising health information. Her work has appeared in leading marketing journals, including Journal of Marketing, Journal of Consumer Psychology, Journal of Business Research, Journal of Advertising, and International Journal of Advertising.

Xiu-Hua Yang (MBA, National Dong Hwa University) serves in the Department of Product Operation, Gamania Digital Entertainment Co. Her research interests include marketing management, social media, and social marketing.


Despite the importance of social media advertising, few studies have investigated the factors that influence its effectiveness (Jung, Shim, Jin, and Khang 2016). Because advertising on social media is a relatively new phenomenon (Okazaki and Taylor 2013), several studies are exploratory in nature and lack a solid theoretical framework (e.g., Campbell, Pitt, Parent, and Berthon 2011; Pehlivan, Sarican, and Berthon 2011; Sashittal, Sriramachandramurthy, and Hodis 2012; Waters and Jones 2011). For this reason, the present study examines the factors affecting consumers’ attitudes toward advertisements they view on social media.

This paper draws on the stimulus-organism-response (S-O-R) model to investigate the dual mediation effect of perceived accuracy and perceived connectedness between endorsement from satisfied customers/review credibility/social influence and consumers’ attitudes toward social network advertising. Analysis of 1,031 valid responses to a survey show that endorsement from satisfied customers, review credibility, and social influence are antecedents of perceived accuracy and perceived connectedness. These variables are also antecedents of consumers’ attitudes toward social network advertising. In turn, perceived accuracy and connectedness partially mediate the relationships between endorsement from satisfied customers/review credibility/social influence and consumers’ attitudes toward social network advertising.