Izvorni znanstveni članak
https://doi.org/10.1515/zireb-2017-0006
Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective
Imran Anwar Mir
; Department of Business Administration, Federal Urdu University of Arts, Science and Technology Islamabad, Pakistan
Sažetak
Social media has phenomenally changed the communication landscape. Particularly social network sites have received enormous popularity and user acceptance globally. The business model of many social network sites is based on advertising. The survival of these social network sites depends on the user acceptance of advertising appearing on these websites. Users usually accept the advertising which is consistent with their motivations for using social network sites. The current study examines the underlying dimensions of entertainment motivation for using social network sites and their impact on user acceptance of social network advertising. Analysis of data from 450 university students show entertainment motivation for using social network sites a multidimensional (SNSs) construct consisting of enjoyment, social escapism, relaxation and pass time factors. Furthermore, the results exhibit that SNSs entertainment motivation partially impacts user acceptance of social network advertising.
Ključne riječi
Social network sites (SNSs); entertainment motivation; social network advertising (SNA); frequency, duration, attitude, ad-click behavior
Hrčak ID:
182002
URI
Datum izdavanja:
24.5.2017.
Posjeta: 1.828 *