How do username and avatar affect people's engagement with native advertising on social media: From the self-disclosure perspective

Yanwu Yang, Jun Zhang, Ting (Lisa) Gao
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Abstract

The effect of self-profiling on people's responses toward commercial information (e.g., advertisements) delivered on social media remains unexplored. This study proposed a conceptual model examining the path from the authenticity of username and avatar and its antecedents to native advertising engagement from the perspective of self-disclosure. Four subsequent studies were conducted to test our research model. The results indicated that the authenticity of username and avatar is a crucial determinant of engagement with advertising information. Moreover, social media involvement moderates the relationship between the authenticity of username and avatar and advertising engagement. Social media engagement partially mediates the relationship between the authenticity of username and avatar and advertising engagement. Regarding the antecedents of the authenticity of username and avatar, self-presentation, relationship building, privacy concerns, privacy risks and trust belief are significant, while relationship maintenance is insignificant. This study contributes to our understanding of self-profiling authenticity and its effect on people's engagement by employing the theory of self-disclosure in the context of social media and provides critical managerial insights for social media platforms and advertisers.
用户名和头像如何影响人们参与社交媒体上的原生广告:从自我披露的角度看
自我形象对人们对社交媒体上发布的商业信息(如广告)的反应所产生的影响仍未得到探讨。本研究提出了一个概念模型,从自我披露的角度考察了用户名和头像的真实性及其前因对原生广告参与的影响。随后进行了四项研究来检验我们的研究模型。结果表明,用户名和头像的真实性是广告信息参与度的关键决定因素。此外,社交媒体参与调节了用户名和头像的真实性与广告参与之间的关系。社交媒体参与部分调节了用户名和头像的真实性与广告参与之间的关系。关于用户名和头像真实性的前因,自我展示、关系建立、隐私担忧、隐私风险和信任信念具有显著性,而关系维护则不显著。本研究通过在社交媒体背景下运用自我披露理论,加深了我们对自我介绍真实性及其对人们参与度影响的理解,并为社交媒体平台和广告商提供了重要的管理启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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