IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v6y2017i2p01-12.html
   My bibliography  Save this article

Are You Willing to Pay for Not Seeing Advertisements on Social Media?A Study on Facebook

Author

Listed:
  • Gokhan Aydin

    (School of Business, Istanbul Medipol University, Istanbul, Turkey.)

Abstract

Social media sites are becoming more popular throughout the world. These sites are adopting advertisement supported business models to generate revenues and become profitable. Advertisement supported models are the preferred choice for these site with regards to the belief that users are not willing to pay money to use these ever free sites. In this study this belief was questioned and Facebook, the most popular of social media sites was chosen as the setting of the study. The attitudes towards social media advertisements and their antecedents were measured and their potential effects on users’ willingness to pay for not seeing ads were tested. A questionnaire was developed using well-cited and tested scales from the relevant literature and it was implemented over Internet to Facebook users. 281 out of 327 collected questionnaires were used in the analysis following a screening process. The analysis was carried out using structural equation modelling. The findings indicate that attitudes and its antecedents affect th intentions to pay for not seeing ads negatively. Key Words:Social Media, Advertising, Facebook, Social Media Marketing, Digital Advertising

Suggested Citation

  • Gokhan Aydin, 2017. "Are You Willing to Pay for Not Seeing Advertisements on Social Media?A Study on Facebook," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 6(2), pages 01-12, March.
    • Handle: RePEc:rbs:ijbrss:v:6:y:2017:i:2:p:01-12
    as

    Download full text from publisher

    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/73
    Download Restriction: no
    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/73
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:6:y:2017:i:2:p:01-12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.