Social media advertising value: the case of transitional economies in Southeast Asia

William Van-Tien Dao, Angelina Nhat Hanh Le, Julian Ming-Sung Cheng and Der Chao Chen

This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia.

Social media advertising value: the case of transitional economies in Southeast Asia

William Van-Tien Dao

National Central University, Vietnam University of Commerce

Angelina Nhat Hanh Le

Vietnamese-German University

Julian Ming-Sung Cheng and Der Chao Chen

National Central University

Research background

Web 2.0-based social media has developed quickly and has attracted a large number of users in recent years (Kaplan & Haenlein 2010). Unlike traditional Web 1.0-based online media, social media allows users to communicate and interact on the internet immediately and directly with one another and with mutual friends (Correa et al.2010). As such, social media provides...

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