Vai trò của giá trị quảng cáo trong thái độ hướng tới quảng cáo trên mạng xã hội

This study evaluates the role of advertising value in attitude towards advertising on social networks. The study’s proposed research model is based on the theoretical foundation of advertising value and relevant work to assess the impact of structural factors on user attitudes. The study is conducted on 230 data samples collected from social networks. Data analysis through Structural Equation Modeling (SEM) showed that credibility, informativeness, entertainment, and personalization have a positive impact on advertising value, and advertising value has a positive impact on attitude towards advertising.