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Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea
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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Cites
eTailQ: dimensionalizing, measuring and predicting etail quality
Wolfinbarger, M., & Gilly, M. C. (2003) · Journal of Retailing · doi:10.1016/s0022-4359(03)00034-4 · Cited by 2,340
How consumers assess the value of advertising
Ducoffe, R. H. (1995) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1995.10505022 · Cited by 774
Cited by
Social media in marketing: A review and analysis of the existing literature
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017) · Telematics and Informatics · doi:10.1016/j.tele.2017.05.008 · Cited by 1,123
Virtual agents and flow experience: an empirical examination of AI-powered chatbots
Baabdullah, A. M., Alalwan, A. A., Algharabat, R. S., Metri, B., & Rana, N. P. (2022) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2022.121772 · Cited by 171
Triggers of engagement and avoidance: Applying approach-avoid theory
Kelly, L., Kerr, G., & Drennan, J. (2020) · Journal of Marketing Communications · doi:10.1080/13527266.2018.1531053 · Cited by 44
Metadata
- Authors
- Jung, J., Shim, S. W., Jin, H. S., & Khang, H.
- Venue
- International Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2015-03-11
- Volume
- 35
- Issue
- 2
- Pages
- 248-265
- ISSN
- 0265-0487 (ISSN-L)
- 1759-3948
- OpenAlex
- W1535978186
- Cited by
- 182
- References
- 2
- FWCI
- 32.11
- Type
- journal article
- Language
- en
- Open access
- closed
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- Jung, J., Shim, S. W., Jin, H. S., & Khang, H. (2016). Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea. International Journal of Advertising. https://doi.org/10.1080/02650487.2015.1014777
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
