Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea

This study examined factors (e.g., ad values and social networking advertising characteristics) influencing consumers' attitudes and behavioural intention towards three types of social networking advertising (SNA) on Facebook - home page ad, social impression ad, and organic impression ad. Find...

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Published inInternational journal of advertising Vol. 35; no. 2; pp. 248 - 265
Main Authors Jung, Jaemin, Shim, Sung Wook, Jin, Hyun Seung, Khang, Hyoungkoo
Format Journal Article
LanguageEnglish
Published Eastbourne Routledge 03.03.2016
Blackwell Publishers
Subjects
Advertising
advertising value
Attitudes
Consumer attitudes
Facebook
Online advertising
peer influence
Peers
Privacy
privacy concern
social networking advertising
Social networks
Studies
User behavior
South Korea
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Abstract This study examined factors (e.g., ad values and social networking advertising characteristics) influencing consumers' attitudes and behavioural intention towards three types of social networking advertising (SNA) on Facebook - home page ad, social impression ad, and organic impression ad. Findings demonstrate that peer influence had the most significant impacts on attitude and behavioural intention across all types of SNA. The significant interaction term of invasiveness and privacy concern indicates that both attitude and behavioural intention were diminished, particularly when perceived invasiveness and privacy concern were high simultaneously. In addition, results suggest that attitudes towards the ad played a mediating role between SNA characteristics and behavioural intention. Lastly, among the types of SNA, consumers preferred organic impression ads that featured friends' names on their newsfeed more than paid ads located on the sidebar of their Facebook pages.
AbstractList This study examined factors (e.g., ad values and social networking advertising characteristics) influencing consumers' attitudes and behavioural intention towards three types of social networking advertising (SNA) on Facebook -- home page ad, social impression ad, and organic impression ad. Findings demonstrate that peer influence had the most significant impacts on attitude and behavioural intention across all types of SNA. The significant interaction term of invasiveness and privacy concern indicates that both attitude and behavioural intention were diminished, particularly when perceived invasiveness and privacy concern were high simultaneously. In addition, results suggest that attitudes towards the ad played a mediating role between SNA characteristics and behavioural intention. Lastly, among the types of SNA, consumers preferred organic impression ads that featured friends' names on their newsfeed more than paid ads located on the sidebar of their Facebook pages.
Author Khang, Hyoungkoo
Jung, Jaemin
Jin, Hyun Seung
Shim, Sung Wook
Author_xml – sequence: 1
  givenname: Jaemin
  surname: Jung
  fullname: Jung, Jaemin
  organization: Graduate School of Information and Media Management, Korea Advanced Institute of Science and Technology
– sequence: 2
  givenname: Sung Wook
  surname: Shim
  fullname: Shim, Sung Wook
  email: swsjah33@hanyang.ac.kr
  organization: Department of Advertising and Public Relations, Hanyang University
– sequence: 3
  givenname: Hyun Seung
  surname: Jin
  fullname: Jin, Hyun Seung
  organization: Business School, Queensland University of Technology
– sequence: 4
  givenname: Hyoungkoo
  surname: Khang
  fullname: Khang, Hyoungkoo
  organization: Department of Advertising and Public Relations, University of Alabama
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SubjectTerms Advertising
advertising value
Attitudes
Consumer attitudes
Facebook
Online advertising
peer influence
Peers
Privacy
privacy concern
social networking advertising
Social networks
Studies
User behavior
Title Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea
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