ABSTRACTThis study examines the potential link of Facebook group participation with viral advertising responses. The results suggest that college-aged Facebook group members engage in higher levels of self-disclosure and maintain more favorable attitudes toward social media and advertising in general than do nongroup members. However, Facebook group participation does not exert an influence on users? viral advertising pass-on behaviors. The results also identify variations in predictors of pass-on behaviors between group members and nonmembers. These findings have theoretical and managerial implications for viral advertising on Facebook.
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