RT Journal Article
SR Electronic
T1 Friends, Fans, and Followers: Do Ads Work on Social Networks?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 258
OP 275
DO 10.2501/JAR-51-1-258-275
VO 51
IS 1
A1 David G. Taylor
A1 Jeffrey E. Lewin
A1 David Strutton
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/1/258.abstract
AB Social-networking sites (SNS) such as Facebook and Twitter are growing in both popularity and number of users. For advertisers and the sites themselves, it is crucial that users accept advertising as a component of the SNS. Anecdotal evidence indicates that social-networking advertising (SNA) can be effective when users accept it, but the perception of excessive commercialization may lead to user abandonment. Empirical support for these propositions, however, is lacking. Based on media uses and gratification theory, the authors propose and empirically test a model of content-related, structural, and socialization factors that affect users' attitudes toward SNA.