Social Network Advertising: The Moderating Role of Processing Fluency, Need for Cognition, Expertise, and Gender

• Published in: Journal of Internet commerce Vol. 19; no. 3; pp. 298 - 323
• Main Authors: Pan, Yating, Torres, Ivonne M., Zúñiga, Miguel Ángel, Fazli-Salehi, Reza
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 02.07.2020; Taylor & Francis Ltd
• Subjects: Advertising; Attitudes; Cognition; Cognition & reasoning; expertise; Gender; Licensed products; need for cognition; processing fluency; social network; Social networks; Technology Acceptance Model; Technology utilization
• ISSN: 1533-2861; 1533-287X
• DOI: 10.1080/15332861.2020.1777027

In this study, we contribute to the social network advertising literature by examining the impact of individual differences (e.g. need for cognition, processing fluency, expertise, and gender) on the attitudes toward social network advertising. In addition, we examine the interrelationships between the attitudes toward social network advertising and consumers' intention to engage in eWOM and intention to purchase. Our proposed model is an extension of the Technology Acceptance Model. In our model, we propose an indirect casual effect (via attitudes toward social network advertising) of perceived usefulness, perceived ease of use, incentive offering, advertisement intrusiveness, need for cognition, processing fluency, expertise and gender on intentions to engage in eWOM and on intention to purchase. Moreover, we propose a direct causal effect of attitudes toward social network advertising on intention to engage in eWOM and on intention to purchase.