IDEAS home Printed from https://ideas.repec.org/a/taf/uipsxx/v13y2017i2p84-96.html
   My bibliography  Save this article

What Affects Users to Click on Display Ads on Social Media? The Roles of Message Values, Involvement, and Security

Author

Listed:
  • En Mao
  • Jing Zhang

Abstract

This project represents one of the few efforts in studying the effectiveness of social media advertising (ads). Specifically, the effects of three major communication components—message, channel/media, and receiver/audience—on ad clicks are examined. The message component includes perceived informativeness, entertainment, and intrusiveness of the ad; the media component focuses on social media security and the audience component focuses on their involvement. The effects of ad clicks on product evaluations and then on intentions to spread positive word-of-mouth are also investigated. A research model is developed and tested with online-survey data from 572 social media users. The contributions, practical implications, and future research directions are discussed in the context of social media.

Suggested Citation

  • En Mao & Jing Zhang, 2017. "What Affects Users to Click on Display Ads on Social Media? The Roles of Message Values, Involvement, and Security," Journal of Information Privacy and Security, Taylor & Francis Journals, vol. 13(2), pages 84-96, April.
    • Handle: RePEc:taf:uipsxx:v:13:y:2017:i:2:p:84-96
    DOI: 10.1080/15536548.2017.1322434
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/15536548.2017.1322434
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/15536548.2017.1322434?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Abbasi, Amir Zaib & Tsiotsou, Rodoula H. & Hussain, Khalil & Rather, Raouf Ahmad & Ting, Ding Hooi, 2023. "Investigating the impact of social media images’ value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Jie Zhao & Jianfei Wang, 2020. "Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model," IJERPH, MDPI, vol. 17(5), pages 1-21, February.

    More about this item

    Statistics

    Access and download statistics

    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:taf:uipsxx:v:13:y:2017:i:2:p:84-96. 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/uips .

    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.