What Affects Users to Click on Display Ads on Social Media? The Roles of Message Values, Involvement, and Security

IF 0.5 Q4 COMPUTER SCIENCE, SOFTWARE ENGINEERING

International Journal of Information Security and Privacy Pub Date : 2017-04-03 DOI:10.1080/15536548.2017.1322434

E. Mao, Jing Zhang

引用次数: 10

Abstract

ABSTRACT This project represents one of the few efforts in studying the effectiveness of social media advertising (ads). Specifically, the effects of three major communication components—message, channel/media, and receiver/audience—on ad clicks are examined. The message component includes perceived informativeness, entertainment, and intrusiveness of the ad; the media component focuses on social media security and the audience component focuses on their involvement. The effects of ad clicks on product evaluations and then on intentions to spread positive word-of-mouth are also investigated. A research model is developed and tested with online-survey data from 572 social media users. The contributions, practical implications, and future research directions are discussed in the context of social media.

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是什么影响用户点击社交媒体上的展示广告?消息值、参与和安全性的角色

本项目是研究社交媒体广告有效性的少数努力之一。具体来说，三个主要的通信组件——消息、渠道/媒体和接收者/受众——对广告点击的影响进行了研究。信息组件包括广告的感知信息性、娱乐性和侵入性;媒体部分侧重于社交媒体安全，受众部分侧重于他们的参与。广告点击对产品评价的影响，然后对传播积极口碑的意图也进行了调查。通过572名社交媒体用户的在线调查数据，建立了一个研究模型并进行了测试。本文以社交媒体为背景，讨论了本文的贡献、现实意义和未来的研究方向。

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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来源期刊

International Journal of Information Security and Privacy COMPUTER SCIENCE, SOFTWARE ENGINEERING-

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： As information technology and the Internet become more and more ubiquitous and pervasive in our daily lives, there is an essential need for a more thorough understanding of information security and privacy issues and concerns. The International Journal of Information Security and Privacy (IJISP) creates and fosters a forum where research in the theory and practice of information security and privacy is advanced. IJISP publishes high quality papers dealing with a wide range of issues, ranging from technical, legal, regulatory, organizational, managerial, cultural, ethical and human aspects of information security and privacy, through a balanced mix of theoretical and empirical research articles, case studies, book reviews, tutorials, and editorials. This journal encourages submission of manuscripts that present research frameworks, methods, methodologies, theory development and validation, case studies, simulation results and analysis, technological architectures, infrastructure issues in design, and implementation and maintenance of secure and privacy preserving initiatives.