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Friends, Fans, and Followers: Do Ads Work on Social Networks?

How Gender and Age Shape Receptivity

David G. Taylor, Jeffrey E. Lewin, David Strutton
DOI: 10.2501/JAR-51-1-258-275 Published 1 March 2011
David G. Taylor
Sacred Heart University,
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  • For correspondence: taylord44@sacredheart.edu
Jeffrey E. Lewin
University of North Texas,
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  • For correspondence: jeffrey.lewin@unt.edu
David Strutton
University of North Texas,
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  • For correspondence: david.strutton@unt.edu
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ABSTRACT

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.

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Vol 51 Issue 1

Journal of Advertising Research: 51 (1)
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Friends, Fans, and Followers: Do Ads Work on Social Networks?
David G. Taylor, Jeffrey E. Lewin, David Strutton
Journal of Advertising Research Mar 2011, 51 (1) 258-275; DOI: 10.2501/JAR-51-1-258-275

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Friends, Fans, and Followers: Do Ads Work on Social Networks?
David G. Taylor, Jeffrey E. Lewin, David Strutton
Journal of Advertising Research Mar 2011, 51 (1) 258-275; DOI: 10.2501/JAR-51-1-258-275
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