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

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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.
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Issue Date
2016-03
Language
English
Article Type
Article
Keywords

CONSUMERS; MEDIATOR

Citation

INTERNATIONAL JOURNAL OF ADVERTISING, v.35, no.2, pp.248 - 265

ISSN
0265-0487
DOI
10.1080/02650487.2015.1014777
URI
http://hdl.handle.net/10203/208325
Appears in Collection
MT-Journal Papers(저널논문)
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