IDEAS home Printed from https://ideas.repec.org/a/zag/zirebs/v20y2017i1p19-47.html

Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

Author

Listed:
  • Imran Anwar Mir

    (Department of Business Administration, Federal Urdu University of Arts, Science and Technology Islamabad, Pakistan.)

Abstract

Social media has phenomenally changed the communication landscape. Particularly social network sites have received enormous popularity and user acceptance globally. The business model of many social network sites is based on advertising. The survival of these social network sites depends on the user acceptance of advertising appearing on these websites. Users usually accept the advertising which is consistent with their motivations for using social network sites. The current study examines the underlying dimensions of entertainment motivation for using social network sites and their impact on user acceptance of social network advertising. Analysis of data from 450 university students show entertainment motivation for using social network sites a multidimensional (SNSs) construct consisting of enjoyment, social escapism, relaxation and pass time factors. Furthermore, the results exhibit that SNSs entertainment motivation partially impacts user acceptance of social network advertising. JEL Classification: M37

Suggested Citation

  • Imran Anwar Mir, 2017. "Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 20(1), pages 19-47, May.
    • Handle: RePEc:zag:zirebs:v:20:y:2017:i:1:p:19-47
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=268311
    Download Restriction: Abstract only available on-line
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Danaher, Peter J. & Mullarkey, Guy W., 2003. "Factors Affecting Online Advertising Recall: A Study of Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 252-267, September.
    2. Yoo, Chan Yun, 2008. "Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 2-18.
    3. Xiang Fang & Surendra Singh & Rohini Ahluwalia, 2007. "An Examination of Different Explanations for the Mere Exposure Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 97-103, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Denter, Philipp, 2020. "Campaign contests," European Economic Review, Elsevier, vol. 127(C).
    2. Bell, Raoul & Buchner, Axel, 2018. "Positive Effects of Disruptive Advertising on Consumer Preferences," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 1-13.
    3. Anindya Ghose & Sha Yang, 2007. "An Empirical Analysis of Search Engine Advertising: Sponsored Search and Cross-Selling in Electronic Markets," Working Papers 07-35, NET Institute, revised Sep 2007.
    4. Yuheng Hu, 2021. "Characterizing Social TV Activity Around Televised Events: A Joint Topic Model Approach," INFORMS Journal on Computing, INFORMS, vol. 33(4), pages 1320-1338, October.
    5. Guillen, Marie Danielle & Ishida, Haruo & Okamoto, Naohisa, 2013. "Is the use of informal public transport modes in developing countries habitual? An empirical study in Davao City, Philippines," Transport Policy, Elsevier, vol. 26(C), pages 31-42.
    6. Orth, Ulrich R. & Malkewitz, Keven, 2012. "The Accuracy of Design-based Judgments: A Constructivist Approach," Journal of Retailing, Elsevier, vol. 88(3), pages 421-436.
    7. Gorton, Matthew & Tocco, Barbara & Yeh, Ching-Hua & Hartmann, Monika, "undated". "What determines consumers’ trust in the EU’s organic label? A cross country comparison of the role of institutional trust and consumer knowledge," 2018 Annual Meeting, August 5-7, Washington, D.C. 273857, Agricultural and Applied Economics Association.
    8. Visentin, Marco & Pizzi, Gabriele & Pichierri, Marco, 2019. "Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 99-112.
    9. Wang, Haizhong & Shen, Manqiong & (Amy) Song, Yiping & Phau, Ian, 2020. "Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance," Journal of Business Research, Elsevier, vol. 114(C), pages 198-212.
    10. Anthony Moussa & Virginie de Barnier, 2018. "Consumers' response to branded longevity," Post-Print hal-01801013, HAL.
    11. Abiodun Adegbile & David Sarpong, 2015. "Managerial Engagement with Scenario Planning: A Conceptual Consumption Approach," Foresight and STI Governance, National Research University Higher School of Economics, vol. 9(4), pages 73-80.
    12. Rabeb Hamdi* & Romdhane Khemakhem, 2018. "The Effect of E-Communication on the Visit of the Store: An Exploratory Study," Sumerianz Journal of Business Management and Marketing, Sumerianz Publication, vol. 1(1), pages 1-7, 04-2018.
    13. Campbell, Colin & Evans, Nathaniel J., 2018. "The Role of a Companion Banner and Sponsorship Transparency in Recognizing and Evaluating Article-style Native Advertising," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 17-32.
    14. Yi Zhu & Kenneth C. Wilbur, 2011. "Hybrid Advertising Auctions," Marketing Science, INFORMS, vol. 30(2), pages 249-273, 03-04.
    15. Dingqiang Sun & Xinyue Yang & Huanguang Qiu, 2022. "Off-farm work and rural residential energy transition: a farm-household model and empirical evidence from China," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 14(4), pages 816-831, August.
    16. Femke van Horen & Rik Pieters & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 816-832.
    17. Kronrod, Ann & Lowrey, Tina M., 2016. "Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation," Journal of Business Research, Elsevier, vol. 69(3), pages 1182-1189.
    18. Oliver Büttner & Arnd Florack & Benjamin Serfas, 2014. "A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children's Consumption Behaviour," Journal of Consumer Policy, Springer, vol. 37(2), pages 161-182, June.
    19. Fang, Ximeng & Innocenti, Stefania, 2023. "Increasing the acceptability of carbon taxation: The role of social norms and economic reasoning," INET Oxford Working Papers 2023-25, Institute for New Economic Thinking at the Oxford Martin School, University of Oxford.
    20. Fan, Wenfang & Shao, Bingjia & Zhang, Yong, 2025. "The more congruent, the better? The role of recommendation content congruence on consumers' click-through intention in in-feed advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    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:zag:zirebs:v:20:y:2017:i:1:p:19-47. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Jurica Šimurina The email address of this maintainer does not seem to be valid anymore. Please ask Jurica Šimurina to update the entry or send us the correct address (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.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.