PT  - JOURNAL ARTICLE
AU  - Taylor, David G.
AU  - Lewin, Jeffrey E.
AU  - Strutton, David
TI  - Friends, Fans, and Followers: Do Ads Work on Social Networks?
AID  - 10.2501/JAR-51-1-258-275
DP  - 2011 Mar 01
TA  - Journal of Advertising Research
PG  - 258--275
VI  - 51
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/51/1/258.short
4100  - http://www.journalofadvertisingresearch.com/content/51/1/258.full
SO  - J Advert Res2011 Mar 01; 51
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.