Skip to main content
padlock icon - secure page this page is secure

Advertising in online social networks: the role of perceived enjoyment and social influence

Buy Article:

$39.74 + tax (Refund Policy)

Purpose ‐ The purpose of this study is to analyse the impact of perceived enjoyment in advertising response in online social networks (OSN). The authors propose and test a structural model explaining response to OSN advertisements embracing perceived enjoyment, social influence and advertising-related variables. Design/methodology/approach ‐ Data were gathered through the application of a structured questionnaire to a sample of 126 students of the same scientific area (marketing and communication studies). Findings ‐ The results validate the proposed model and support nine out of ten hypotheses. The study supports the role of perceived enjoyment as a predictor of both social identity and group norms. Furthermore, social identity and group intention have a positive impact on perceived advertisement relevance. Finally, group intention towards advertisements and perceived advertisement relevance have a positive impact on perceived advertisement value, which in turn impacts positively on response to OSN advertisements. Research limitations/implications ‐ The main limitation relates to the fact that the study mainly covered a population aged between 18-35 years old. Despite its relevance as a segment of OSN users, some caution needs to be taken in generalizing findings to a broader population. Practical implications ‐ These results provide important indications for firms aiming at fully exploiting the computer-mediated communication of OSNs. Specifically, we confirm the role of perceived enjoyment in reinforcing group dynamics and shaping group intentions towards advertising. Originality/value ‐ The main contribution of this study lies in the focus on perceived enjoyment as a predicting variable of social influence and advertising variables, thus impacting response to OSN advertisements.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: Advertising; Group norms; Perceived enjoyment; Social identity; Social networking sites

Document Type: Research Article

Publication date: August 11, 2014

  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more