Effects of beliefs and concerns on user attitudes toward online social network advertising and their ad clicking behavior

Abstract

Since last few years social network sites (SNSs) have rapidly grown in popularity and user acceptance globally. They have become the main place for social interaction, discussion and communication. Today, many businesses advertise their products on SNSs. The current study aims to assess the effects of SNSs consumers/users’ beliefs and concerns of social network advertising (SNA) on their attitudes toward SNA and SNS banner ad-clicking behavior. Data was collected from a sample of 397 university students of Pakistan. Results show the beliefs of SNA as informative and entertaining have positive effects on user attitudes toward SNA and their ad-clicking behavior. Similarly, user concern of SNA as irritating has negative effects on both their attitudes toward SNA and ad-clicking behavior. Good for economy is an important socioeconomic belief which affects user attitudes toward SNA positively. The overall results indicate that utilitarian and hedonic aspects of SNA make SNS banner ads effective.