No abstract

No abstract

Despite the growth in social media and social network advertising (SNA), scant theoretical and empirical knowledge exists on the differences between countries, and the perceptions and attitudes towards social network advertising. The purpose of the study is to investigate the relationships between users' perceptions (personal and societal), their attitudes and their behaviour towards Facebook advertising, across three countries, as well as the moderating role of privacy and general advertising attitudes. Online surveys were administered and a convenience sampling resulted in 1,166 respondents. Structural equation modelling was used to test the proposed model.The research indicates that the social support theory shows promise for examining the perceptions and attitudes towards SNA. Furthermore, the validity of the conceptual model is confirmed in all three countries however, the strength of these relationships differs.Additionally, it is evident that consumers' culture influences the role of privacy and trust in SNA perceptions.

No abstract

Purpose Despite having inadequate resources, highly impoverished patients tend to seek and share health information over social media groups to improve each other’s well-being. This study aims to focus on access to health-care information for such patients and aims to provide an understanding of how online health-care communities (OHCs), as transformative service mediators, can be platforms for patients with chronic and nonchronic health conditions to share their experiences in a base-of-the-pyramid (BOP) context. Design/methodology/approach A large-scale survey among 658 respondents was conducted in a very low-income country. Structural equation modeling was used to test the hypotheses. Findings A model of patients’ experience sharing (PES), motivations and consequences for health-care services are introduced and tested. The result supports the PES model for patients with chronic health conditions, showing that utilitarian, hedonic and social value dimensions directly influence PES and indirectly influence patients’ continuance intention with OHCs and patient efforts. However, a mediating effect of PES was found only between the value dimensions and patients’ efforts. A negative moderation effect of medical mistrust was found in the relationship between utilitarian value and PES for both chronic and nonchronic patient groups. Originality/value This study is a pioneering attempt to develop and test a PES model in a BOP market.