Consumer Attitudes Toward Social Network Advertising

Little is known about the attitudes that consumers have toward social network advertising. To explore this phenomenon, the authors developed a theoretical framework to explain the antecedents and consequences of social network advertising on online behaviors. Based on survey data, four antecedents and two consequences were examined. Drawing upon the technology acceptance model (TAM), the authors developed and tested a series of hypotheses based on this framework. The analysis confirmed the hypothesized relationships and revealed new paths among some constructs on the model. The article concludes with a discussion of implications for future research.