PT  - JOURNAL ARTICLE
AU  - Miltgen, Caroline Lancelot
AU  - Cases, Anne-Sophie
AU  - Russell, Cristel Antonia
TI  - Consumers' Responses to Facebook Advertising across PCs and Mobile Phones
AID  - 10.2501/JAR-2019-029
DP  - 2019 Aug 29
TA  - Journal of Advertising Research
PG  - JAR-2019-029
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/08/27/JAR-2019-029.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/08/27/JAR-2019-029.full
AB  - 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.