TO CLICK OR NOT TO CLICK? INVESTIGATING ANTECEDENTS OF ADVERTISEMENT CLICKING ON FACEBOOK
- Authors
- Kim, Yoojung; Kang, Mihyun; Choi, Sejung Marina; Sung, Yongjun
- Issue Date
- 2016
- Publisher
- SOC PERSONALITY RES INC
- Keywords
- social network sites; Facebook advertising; perceived advertising values
- Citation
- SOCIAL BEHAVIOR AND PERSONALITY, v.44, no.4, pp.657 - 667
- Indexed
- SSCI
SCOPUS
- Journal Title
- SOCIAL BEHAVIOR AND PERSONALITY
- Volume
- 44
- Number
- 4
- Start Page
- 657
- End Page
- 667
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/90317
- DOI
- 10.2224/sbp.2016.44.4.657
- ISSN
- 0301-2212
- 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.
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- Appears in
Collections - School of Media & Communication > School of Media & Communication > 1. Journal Articles
- School of Psychology > School of Psychology > 1. Journal Articles
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