Abstract
Using its technological capabilities, Facebook has introduced customized and more relevant commercial messages for its growing number of advertisement-savvy users. We empirically examined the factors that influence the way in which users respond to Facebook-based advertising, using the perceived advertising values posited by Ducoffe’s model and Facebook usage behavior as a basis. The results of an online survey that involved 758 participants show that users are more likely to click on Facebook-based advertising if they perceive it as informative rather than irritating. Moreover, the extent to which users depend on Facebook and participate as “fans” on brand pages positively impacts the likelihood that they will click on advertising.
Original language | English |
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Pages (from-to) | 657-668 |
Number of pages | 12 |
Journal | Social Behavior and Personality |
Volume | 44 |
Issue number | 4 |
DOIs | |
Publication status | Published - 2016 May |
Bibliographical note
Funding Information:This research was supported by Konkuk University in 2013.
Publisher Copyright:
© 2016 Scientific Journal Publishers Limited. All Rights Reserved.
Keywords
- Facebook advertising
- Perceived advertising values
- Social network sites
ASJC Scopus subject areas
- Social Psychology