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

Jung, Jaemin, Shim, Sung, Jin, Hyun Seung, & Khang, Hyoungkoo (2016) Factors affecting attitudes and behavioural intention towards social networking advertising: A case of Facebook users in South Korea. International Journal of Advertising, 35(2), pp. 248-265.

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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.

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ID Code: 93286
Item Type: Journal Article
Refereed: Yes
Keywords: Facebook, Social Networking Advertising, Advertsing Value, Peer Influence, Privacy Concern
DOI: 10.1080/02650487.2015.1014777
ISSN: 0265-0487
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 26 Feb 2016 01:11
Last Modified: 26 Feb 2016 01:11

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