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Consumers' Responses to Facebook Advertising across PCs and Mobile Phones

A Model for Assessing the Drivers Of Approach and Avoidance of Facebook Ads

Caroline Lancelot Miltgen, Anne-Sophie Cases, Cristel Antonia Russell
DOI: 10.2501/JAR-2019-029 Published 29 August 2019
Caroline Lancelot Miltgen
Audencia Business School,
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  • For correspondence: clancelot@audencia.com
Anne-Sophie Cases
University of Montpellier,
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  • For correspondence: anne-sophie.cases@umontpellier.fr
Cristel Antonia Russell
Pepperdine University,
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  • For correspondence: cristelrussell@fulbrightmail.org
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ABSTRACT

Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones. The authors tested a model anchored in social-exchange theory and drawing on uses and gratifications theory, using data from a survey of Facebook users in France. Results show that the trade-off between the intrinsic and social value Facebook advertisements bring and their perceived intrusiveness and privacy invasiveness drives consumers' approach and avoidance of Facebook advertising. Trust in Facebook also emerged as a key driver of advertisement acceptance.

  • Received April 29, 2017.
  • Received (in revised form) November 23, 2018.
  • Accepted December 19, 2018.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 63 Issue 1

Journal of Advertising Research: 63 (1)
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Consumers' Responses to Facebook Advertising across PCs and Mobile Phones
Caroline Lancelot Miltgen, Anne-Sophie Cases, Cristel Antonia Russell
Journal of Advertising Research Aug 2019, JAR-2019-029; DOI: 10.2501/JAR-2019-029

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Consumers' Responses to Facebook Advertising across PCs and Mobile Phones
Caroline Lancelot Miltgen, Anne-Sophie Cases, Cristel Antonia Russell
Journal of Advertising Research Aug 2019, JAR-2019-029; DOI: 10.2501/JAR-2019-029
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