The aim of this study is to examine the mediating role of sense of community of members of a\r\ngroup in the impact of affective responses to advertising on attitudes toward the brand and\r\nmessage. To this end, a study on 380 adolescents active on Facebook is conducted. The results\r\nindicate that positive emotions felt toward an advertising message oriented to the community\r\nunder study directly and positively affected their attitude toward the message. We found also it\r\ndirectly and positively affects on sense of community. Moreover, we found that attitude toward\r\nthe message and sense of community mediate an indirect positive effect on attitude toward\r\nFacebook.
Loading....