DIMENSIONALITY AND EFFECTS OF INFORMATION MOTIVATION ON USERS' ONLINE SOCIAL NETWORK ADVERTISING ACCEPTANCE

被引：0
作者：
Mir, Imran Anwar [1 ]
机构：
[1] Fed Urdu Univ Arts Sci & Technol, Islamabad, Pakistan
来源：
RAE-REVISTA DE ADMINISTRACAO DE EMPRESAS | 2018年 / 58卷 / 02期
关键词：
Social network sites; information motivation; social network advertising; attitude; behavior; CONSTRUCT; WEB; VALIDITY; BEHAVIOR; BRAND; RECOMMENDATIONS; GRATIFICATIONS; DETERMINANTS; TELEVISION; PREDICTORS;
D O I：
10.1590/S0034-759020180206
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：174 / 187
页数：14
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