期刊名称：Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie
印刷版ISSN：1844-7007
出版年度：2017
卷号：1
期号：6
页码：18-26
语种：English
出版社：Academica Brâncuşi
摘要：We are witnessing a spectacular growth in electronic commerce in recent years, although we cannot say that it has been without obstacles. Among the barriers mentioned by the literature are the lack of trust in online brands, the perceived purchase risk, the perception of the type of promotional message. More often than not, commercial Facebook posts influence brand image and brand trust, which can lead to an increased buying intention. Our research attempted to determine whether the type of commercial Facebook posts (paid or unpaid) and the type of post content (rational or emotional) influence message credibility, attitude towards the advertised brand and perceived purchase risk. The type of post appeared not to influence any of these variables, while the type of message significantly influenced the credibility and the perceived risk. The rational message generated more credibility, while the perceived purchase risk is higher for the emotional messages.
