Abstract
This research investigates how advertising values affect customer trust and thus engagement on social media. We dissect the values and trust into two types respectively: informative value and entertainment value; and cognitive trust and emotional trust. In the theoretical framework, we suggested that both trusts would significantly affect social media engagement. With a 2x2 experimental setting on specific levels of information and entertainment values in an Instagram post, we conducted a questionnaire survey to compare the differences of engagement level among the four posts. We also revealed that people with a certain personality, income level and expense pattern have a significant effect on social media engagement.
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