Dimensionality and effects of information motivation on users’ online social network advertising acceptance
Social media has produced substantial changes in the communication landscape. Online social network sites (SNS) grew as a common platform for online social interaction. SNS firms generate revenue from the advertising appearing on SNS. Their survival depends on users’ approval of such social network...
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| Format: | Article |
| Language: | English |
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Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2018-04-01
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| Series: | RAE: Revista de Administração de Empresas |
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| Online Access: | http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/74645/71482 |
| _version_ | 1797711558552322048 |
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| author | IMRAN ANWAR MIR |
| author_facet | IMRAN ANWAR MIR |
| author_sort | IMRAN ANWAR MIR |
| collection | DOAJ |
| description | Social media has produced substantial changes in the communication landscape. Online social network sites (SNS) grew as a common platform for online social interaction. SNS firms generate revenue from the advertising appearing on SNS. Their survival depends on users’ approval of such social network advertising (SNA). Marketing literature indicates that users accept advertising if it is consistent with their motivations for using social media. Information seeking is the most recognized SNS motivation. Yet, research on evaluating the influence of SNS information motivation on users’ approval of SNA is scarce. Based on SNS uses and gratifications theory, this study proposes a multidimensional model that shows the influence of SNS information motivation on users’ approval of SNA. |
| first_indexed | 2024-03-12T07:08:45Z |
| format | Article |
| id | doaj.art-0766e0e5559e44bb8f5e6bad10d4e28d |
| institution | Directory Open Access Journal |
| issn | 0034-7590 2178-938X |
| language | English |
| last_indexed | 2024-03-12T07:08:45Z |
| publishDate | 2018-04-01 |
| publisher | Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo |
| record_format | Article |
| series | RAE: Revista de Administração de Empresas |
| spelling | doaj.art-0766e0e5559e44bb8f5e6bad10d4e28d2023-09-02T23:15:27ZengFundação Getulio Vargas, Escola de Administração de Empresas de São PauloRAE: Revista de Administração de Empresas0034-75902178-938X2018-04-01582174187Dimensionality and effects of information motivation on users’ online social network advertising acceptanceIMRAN ANWAR MIR0Federal Urdu University of Arts, Science and Technology, Islamabad, PakistanSocial media has produced substantial changes in the communication landscape. Online social network sites (SNS) grew as a common platform for online social interaction. SNS firms generate revenue from the advertising appearing on SNS. Their survival depends on users’ approval of such social network advertising (SNA). Marketing literature indicates that users accept advertising if it is consistent with their motivations for using social media. Information seeking is the most recognized SNS motivation. Yet, research on evaluating the influence of SNS information motivation on users’ approval of SNA is scarce. Based on SNS uses and gratifications theory, this study proposes a multidimensional model that shows the influence of SNS information motivation on users’ approval of SNA.http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/74645/71482Social network sitesinformation motivationsocial network advertisingattitudebehavior |
| spellingShingle | IMRAN ANWAR MIR Dimensionality and effects of information motivation on users’ online social network advertising acceptance RAE: Revista de Administração de Empresas Social network sites information motivation social network advertising attitude behavior |
| title | Dimensionality and effects of information motivation on users’ online social network advertising acceptance |
| title_full | Dimensionality and effects of information motivation on users’ online social network advertising acceptance |
| title_fullStr | Dimensionality and effects of information motivation on users’ online social network advertising acceptance |
| title_full_unstemmed | Dimensionality and effects of information motivation on users’ online social network advertising acceptance |
| title_short | Dimensionality and effects of information motivation on users’ online social network advertising acceptance |
| title_sort | dimensionality and effects of information motivation on users online social network advertising acceptance |
| topic | Social network sites information motivation social network advertising attitude behavior |
| url | http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/74645/71482 |
| work_keys_str_mv | AT imrananwarmir dimensionalityandeffectsofinformationmotivationonusersonlinesocialnetworkadvertisingacceptance |