To click or not to click? Investigating antecedents of advertisement clicking on Facebook

Yoojung Kim, Mihyun Kang, Sejung Marina Choi, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)


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 languageEnglish
Pages (from-to)657-668
Number of pages12
JournalSocial Behavior and Personality
Issue number4
Publication statusPublished - 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.


  • Facebook advertising
  • Perceived advertising values
  • Social network sites

ASJC Scopus subject areas

  • Social Psychology


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