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

Yoojung Kim1, Mihyun Kang2, Sejung Marina Choi3, Yongjun Sung4
1Department of Media and Communication, Konkuk University, Republic of Korea
2Department of Communication, Eastern Connecticut State University, United States
3School of Media and Communication, Korea University, Republic of Korea
4Department of Psychology, Korea University, Republic of Korea
Cite this article:  Kim, Y., Kang, M., Choi, S. M., & Sung, Y. (2016). To click or not to click? Investigating antecedents of advertisement clicking on Facebook. Social Behavior and Personality: An international journal, 44(4), 657-668.

Volume 44 Issue 4 | e5178 | Published: May 2016 | DOI: https://doi.org/10.2224/sbp.2016.44.4.657

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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.

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