Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea

Title
Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea
Author
심성욱
Keywords
social networking advertising; Facebook; privacy concern; advertising value; peer influence; CONSUMERS; MEDIATOR
Issue Date
2016-03
Publisher
ROUTLEDGE JOURNALS
Citation
INTERNATIONAL JOURNAL OF ADVERTISING, v. 35, No. 2, Page. 248-265
Abstract
This study examined factors (e.g., ad values and social networking advertising characteristics) influencing consumers' attitudes and behavioural intention towards three types of social networking advertising (SNA) on Facebook - home page ad, social impression ad, and organic impression ad. Findings demonstrate that peer influence had the most significant impacts on attitude and behavioural intention across all types of SNA. The significant interaction term of invasiveness and privacy concern indicates that both attitude and behavioural intention were diminished, particularly when perceived invasiveness and privacy concern were high simultaneously. In addition, results suggest that attitudes towards the ad played a mediating role between SNA characteristics and behavioural intention. Lastly, among the types of SNA, consumers preferred organic impression ads that featured friends' names on their newsfeed more than paid ads located on the sidebar of their Facebook pages.
URI
https://www.tandfonline.com/doi/abs/10.1080/02650487.2015.1014777http://hdl.handle.net/20.500.11754/50549
ISSN
0265-0487; 1759-3948
DOI
10.1080/02650487.2015.1014777
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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