Predicting user response to sponsored advertising on social media via the technology acceptance model |
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| Affiliation: | 1. Hoseo University, Department of Digital Business, 268 Anseo-dong, Cheonan, Chungnam 330-713, South Korea;2. Chung-Ang University, School of Computer Science & Engineering, 84 Heukseok-Ro, Dongjak-gu, Seoul 156-756, South Korea;1. Mason School of Business, College of William & Mary, 101 Ukrop Way, Williamsburg, VA 23185 USA;2. Lerner College of Business, University of Delaware, 221 Purnell Hall, Newark, DE 19716 USA;3. Katz Graduate School of Business, University of Pittsburgh, 282 Mervis Hall, Pittsburgh, PA 15260 USA;4. Lee Business School, University of Nevada Las Vegas, 329 BEH, Las Vegas, NV 89143 USA;1. School of Business & Economics, North South University, Bangladesh;2. Gerald Schwartz School of Business and Information Systems St. Francis Xavier University, Canada;3. Faculty of Business, Al-Balqa’ Applied University, Al-Salt, Jordan;4. Department of OPD, School of Business, CIT, Ireland, UK;5. Emerging Markets Research Centre (EMaRC) School of Management, Swansea University Bay Campus, Fabian Way, Swansea SA1 8EN, UK;1. Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Kampar, Malaysia;2. Faculty of Business and Information Science, UCSI University, Kuala Lumpur, Malaysia;3. Office of Academic Affairs, Xiamen University Malaysia, Sepang, Malaysia;1. Department of Marketing Communication, School of Communication, Emerson College, 120 Boylston Street, Boston, MA 02116, USA;2. Gaylord College of Journalism and Mass Communication, University of Oklahoma, 395 W. Lindsey, Room 3000, Norman, OK 73019, USA |
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| Abstract: | Sponsored advertising has generated strong advertising revenues for Facebook in recent years. As sponsored ads are built on an interactive platform that could be seen as invasive to user privacy, the growth of this advertising platform has important implications for consumers, and advertisers alike. As little research is available on consumer response to sponsored advertising as an interactive technology innovation, the current study assesses the effects of user perceptions of privacy risk, intrusiveness concerns and utilities of sponsored advertising on consumer attitudes and purchase intent. Testing a model derived form the technology acceptance model (TAM), the study found that privacy and intrusiveness concerns are both valid antecedent variables to perceived usefulness but not perceived ease of use of sponsored advertising. While both antecedent variables also influence consumer attitudes toward sponsored advertising, only privacy concerns have an impact product purchase intentions. The hypothesized relations between perceived usefulness, ease of use, attitudes and purchase intentions were also validated. |
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| Keywords: | Consumer attitude Facebook sponsor advertising Intrusiveness concerns Privacy concerns Purchase intent Technology acceptance model |
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