Abstract
Due to the popularity of social websites and smart phones, check-in services are regarded by companies as a means of consumer-generated advertising. This study explores the influences of check-in advertising on trusting beliefs for check-in content. This study is based on the media richness theory and the attribution theory to propose the research model. The experiment method is used to evaluate the proposed research model. The results show that, in trusting beliefs for check-in content, two-sided content is better than the content without text. In the research contribution, this research explores the applicability of media richness theory and attribution theory in check-in advertising of social media. Companies can apply the research findings to facilitate effective communication in check-in advertising.
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Liu, CL., Ku, JH., Huang, HH. (2018). The Effectiveness of Message Sidedness on Trust in Check-in Advertising. In: Ho, A. (eds) Advances in Communication of Design. AHFE 2017. Advances in Intelligent Systems and Computing, vol 609. Springer, Cham. https://doi.org/10.1007/978-3-319-60477-0_9
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