Influence sociale et attitude à l'égard de la publicité sur Facebook: Le rôle médiateur de la connexion de soi à la marque

Abstract

The objective of this paper is to determine the impact of psychosocial factors on the attitude towards Facebook ads. The results highlight that the need for social belonging determines opinion leadership and susceptibility to interpersonal influence and that these variables determine self-brand connection. The tested model also indicates that self-brand connection plays a pivotal role in the relationship between the psychosocial variables and attitude towards Facebook ads.