Friends, Fans, and Followers: Do Ads Work on Social Networks?: How Gender and Age Shape Receptivity
Abstract
Social-networking sites (SNS) such as Facebook and Twitter are growing in both popularity and number of users. For advertisers and the sites themselves, it is crucial that users accept advertising as a component of the SNS. Anecdotal evidence indicates that social-networking advertising (SNA) can be effective when users accept it, but the perception of excessive commercialization may lead to user abandonment. Empirical support for these propositions, however, is lacking. Based on media uses and gratification theory, the authors propose and empirically test a model of content-related, structural, and socialization factors that affect users9 attitudes toward SNA.
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An advertisement on social networks is effective if users find it entertaining or informative; however, perceptions of over-commercialization may lead to resistance.
“An advertisement, specifically on social networks is effective if users find it entertaining or informative; however, perceptions of over-commercialization may lead to resistance (Taylor et al., 2011).”
From Feeling Watched: A Phenomenological Exploration of Consumer Discomfort and Data Privacy Concerns in E-Commerce Personalized Email Marketing (2025) · cites this paper as Taylor et al., 2011
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“An advertisement, specifically on social networks is effective if users find it entertaining or informative; however, perceptions of over-commercialization may lead to resistance (Taylor et al., 2011).”
- Authors
- Taylor, D. G., Lewin, J. E., & Strutton, D.
- Affiliations
- Sacred Heart University (US)
- University of North Texas (US)
- ORCID
- Strutton, David
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2011-03
- Volume
- 51
- Issue
- 1
- Pages
- 258-275
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W1260268685
- Cited by
- 656
- References
- 8
- Citations by year
- 2026: 20 · 2025: 28 · 2024: 32 · 2023: 61 · 2022: 48 · 2021: 64 · 2020: 58 · 2019: 63 · 2018: 56 · 2017: 42 · 2016: 46 · 2015: 51 · 2014: 32 · 2013: 27 · 2012: 24
- FWCI
- 92.05
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising Research (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- social networking sites, commercialization, user abandonment, Facebook, Twitter, advertising effectiveness, socialization
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