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Social media has offered important potential opportunities for advertising. Social media has attracted a large number of users. Individuals could actively engage in many-to-many communication; exchange ideas, post updates, share comments, rate services and access links to shopping sites. Advertising on social media is cheaper, suited to viral marketing, and permit a customized targeting based on user interests (Jung, et al., 2016). Advertising in Social media platform is prosperous (Knoll, 2016). In this context, companies look for best practices on how to achieve more effective online advertising strategies and use social media as a major advertising medium (Muñoz-Leiva, Hernández-Méndez, and Gómez-Carmona, 2019). Despite a growing body of research examining social media advertising (Balakrishnan and Manickavasagam, 2016, Belanche, Flavián, and Pérez-Rueda, 2017; Tran, 2017; Reich, Gavilanes, and Flatten, 2015; Dao, Le, Cheng, and Chen, 2015; Jung, et al., 2016), it is still a challenge to determine what makes social media advertising efficient (Knoll, 2016).
A review of the related literature indicates that social media advertising effectiveness could be assessed by several factors. Some factors are related to advertising in general such as attitude toward the Ad, attitude toward the brand, credibility, originality, liking, irritation, the recipient’s mood (Lutz 1985; Goldsmith, Lafferty, and Newell, 2000; Mehta 1994; Logan, Bright, and Gangadharbatla, 2012; Vera & Espinosa, 2019), and the advertisement’s ability to supply information and entertainment (Bauer and Greyser, 1968; Muntiga, Moorman, and Smit, 2011; Park, Kee, and Valenzuela, 2009; Taylor, Lewin, and Strutton, 2011; Shareef, Mukerji, Dwivedi, Rana & Islam, 2017; Lee Burton, Mueller, Gollins, Walls, 2019). Other factors are more specific to online advertising. According to Dao et al. (2015), informativeness, entertainment, and credibility are regarded as the primary consumers’ predictors of advertising value in the context of social media advertising. Jung et al. (2016) and Belanche et al. (2017), add to these factors the perceived invasiveness and perceived irritation. Shen, Chiou, Hsiao, and Wang (2016) extend advertising effectiveness by the construct of message sharing intention. For Prendergast Liu, and Poon (2009), the medium itself could impact the consumers’ reactions to the advertisement since each social media possesses its own particular attributes.