Provider: Ingenta Connect Database: Ingenta Connect Content: application/x-research-info-systems TY - ABST AU - Soares, Ana Maria AU - Pinho, José Carlos TI - Advertising in online social networks: the role of perceived enjoyment and social influence JO - Journal of Research in Interactive Marketing PY - 2014-08-11T00:00:00/// VL - 8 IS - 3 SP - 245 EP - 263 KW - Perceived enjoyment KW - Social identity KW - Social networking sites KW - Group norms KW - Advertising N2 - 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. UR - https://www.ingentaconnect.com/content/mcb/jrim/2014/00000008/00000003/art00004 M3 - doi:10.1108/JRIM-08-2014-001 UR - https://doi.org/10.1108/JRIM-08-2014-001 ER -