Article2009

Social Factors in User Perceptions and Responses to Advertising in Online Social Networking Communities

298 citations0/0 files storedJournal of Interactive Advertising

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

With the advent of popular Web destinations such as MySpace and Facebook, online social networking communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study investigates the impacts of social identity and group norms on community users’ group intentions to accept advertising in online social networking communities. By outlining how this type of group intention could influence community members’ perceptions and value judgments of such advertising, this study delineates possible mechanisms by which community members may respond positively to community advertising. The authors test the proposed theoretical framework on a sample of 327 popular online community users in China and obtain general support. Implications for the prospect of advertising in online social networking communities are discussed.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 298 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1960The Norm of Reciprocity: A Preliminary Statement 2007The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites 1997The Psychology of Attitudes 1987Practical Issues in Structural Modeling 1983Human Groups and Social Categories: Studies in Social Psychology.2000Social Identity and Self-Categorization Processes in Organizational Contexts 2004A social influence model of consumer participation in network- and small-group-based virtual communities

Cited by

2011Interactive Digital Advertising vs. Virtual Brand Community 2012Beyond liking or following: Understanding public engagement on social networking sites in China 2014Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA 2014Social media advertising value 2015Is this for me? How Consumers Respond to Personalized Advertising on Social Network Sites

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.