信息动机对用户在线社交网络广告接受度的维度及影响

IF 0.5 4区管理学 Q4 BUSINESS

Rae-Revista De Administracao De Empresas Pub Date : 2018-03-01 DOI:10.1590/S0034-759020180206

I. Mir

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引用次数: 4

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Dimensionalidad y efectos de la motivación de la información en la aceptación de la publicidad de las redes sociales online de los usuários

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.

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来源期刊

Rae-Revista De Administracao De Empresas Multiple-

CiteScore

1.30

自引率

12.50%

发文量

审稿时长

32 weeks