Advertising a Health Product Brand on Facebook

Lee, Yen-I (Grady Ph.D. student), Joe Phua and Tai-Yee Wu (2017). Advertising a Health Product Brand on Facebook: The Effects of Valence of Reaction Icons and Brand Post Comments on Brand Attitude, Trust, Purchase Intention and eWoM Intention. Accepted for presentation at the International Communication Association (ICA) Annual Conference, San Diego, CA, May 2017.

Abstract: The current study examined the effects of 3 types of Facebook reaction icons (positive, neutral, negative) and valence of comments (positive, neutral, negative) on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand. Additionally, the study also assessed potential moderating effects of social media use on the relationship between Facebook reaction icons and eWOM intention. A 3 (reaction icons: positive vs. neutral vs. negative) x 3 (valence of comments: positive vs. neutral vs. negative) between-subjects experiment with a sample of college students (N = 306) from a large public university in the U.S. was conducted. The findings indicated that positive Facebook reaction icons (i.e. like and love) significantly influenced brand attitude, trust, purchase intention and eWOM intention. Moreover, positive and neutral post comments significantly impacted brand attitude and trust. However, degree of SNS use negatively moderated between valence of reaction icons and eWOM intention. Implications for future research are discussed.

Joe Phua 

Related Research


Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes toward Sponsored eWOM

Abstract: Addressing the problem of increasing and diversifying sponsored eWOM on social media, this study examined the effects of different types of sponsorship arrangements and disclosure messages, with focus on (1) consumers’ perceived trust in the sponsored content creator and (2) attitudes toward the content creator and the sponsoring brand. An online experiment revealed interesting […]

Alexander Pfeuffer
read more
Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews

Abstract: Social media-based consumer engagement behaviors, such as sharing, content creation and reviews for brands as more valuable than “liking” or consuming brand content. As consumers trust consumer-driven recommendations more than advertising, brand content shared or created by consumers on social media may drive brand awareness and loyalty. Marketing researchers and practitioners are only recently […]

Joe Phua
read more