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The Influence of Sponsored Advertising on Social Media Users: Applying the Technology Acceptance Model to Tiktok, Facebook and Instagram

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Listed:
  • Widodo Agus Setianto
  • Dessy Kushardiyanti
  • Nurdiana Gaus

Abstract

The use of sponsored advertising as a marketing communication tool is widespread, yet its effectiveness has not been proven empirically to the same extent. This study applies the Technology Acceptance Model (TAM) to examine how sponsored advertising on TikTok, Facebook, and Instagram influences user behavior. Data were collected through an online survey involving 400 social media users exposed to sponsored advertising. The findings show that 1) perceived usefulness, ease of use, and duration of using social media influence user attitudes; 2) peer influence on Facebook, perceived entertainment on TikTok, and perceived informativeness on Instagram influence user attitudes; 3) peer influence on Instagram, peer influence and perceived entertainment on Facebook, and peer influence and perceived informativeness on TikTok do not influence user attitudes. This study contributes to theoretical knowledge about the variables influencing user attitudes across social media platforms. This study also informs marketers in their advertising strategies, i.e., developing advertising based on social media user experiences.

Suggested Citation

  • Widodo Agus Setianto & Dessy Kushardiyanti & Nurdiana Gaus, 2025. "The Influence of Sponsored Advertising on Social Media Users: Applying the Technology Acceptance Model to Tiktok, Facebook and Instagram," Studies in Media and Communication, Redfame publishing, vol. 13(3), pages 35-48, September.
    • Handle: RePEc:rfa:smcjnl:v:13:y:2025:i:3:p:35-48
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    References listed on IDEAS

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    1. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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