Assessing what consumers value in an ad is essential for developing effective strategies across cultures. This study applies the advertising value model to analyze consumer perceptions in Portugal and Belarus. Findings indicate perceived informativeness, credibility, favorable predisposition towards advertising (FPTA) as positive antecedents of the perceived value of an ad (PVA), which has a positive influence on brand image, that in turn enhances word of mouth (WOM). Results show that the model allows the evaluation of general perceptions about advertising in diverse mediums and cultures and introduces the new antecedent FPTA. Theoretical and managerial implications are provided.

Social media is a part of internet users’ lives and became a key element of brands’ communication strategies. However, the increasing selectiveness – and even resistance – of consumers to digital content, and boundaries transcending potential of social media bring significant challenges to this purpose. Building on the hierarchy of effects theory and the expectancy-value theory of gratifications, this research examines international social media processes and investigates the moderating role of culture and social media types. To test the hypotheses, survey data from three countries – Portugal, Sweden and UK – and structural equation models were used. Results show that value of SMA mediates the SMA belief–attitude relationship. Further, culture, namely individualism and long-term orientation, moderate the SMA credibility-value and SMA infotainment-attitude relationships. As for social media type, it moderates the link between beliefs and attitudes, with significant differences between the analysed countries. This study provides valuable insights for both brand researchers and managers and unveils interesting future research paths.