To click or not to click? Investigating antecedents of advertisement clicking on Facebook

Yoojung Kim, Mihyun Kang, Sejung Marina Choi, Youngjun Sung

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

Using its technological capabilities, Facebook has introduced customized and more relevant commercial messages for its growing number of advertisement-savvy users. We empirically examined the factors that influence the way in which users respond to Facebook-based advertising, using the perceived advertising values posited by Ducoffe’s model and Facebook usage behavior as a basis. The results of an online survey that involved 758 participants show that users are more likely to click on Facebook-based advertising if they perceive it as informative rather than irritating. Moreover, the extent to which users depend on Facebook and participate as “fans” on brand pages positively impacts the likelihood that they will click on advertising.

Original languageEnglish
Pages (from-to)657-668
Number of pages12
JournalSocial Behavior and Personality
Volume44
Issue number4
DOIs
Publication statusPublished - 2016 May 1

Keywords

  • Facebook advertising
  • Perceived advertising values
  • Social network sites

ASJC Scopus subject areas

  • Social Psychology

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