The main objective of this study is to develop the scale items of consumers' attitudes toward Facebook advertisements and to theorize consumers' attitudinal behaviour. To undertake this study, a research assistant was appointed, who is also an active member of Facebook, to introduce a message about the product Samsung Tab S, and to pass it to other members of their network. From this experiment, different members of their network participated in generating, passing, and receiving messages to develop a preliminary structured perception which was converted to generate scale items to 1 Corresponding Author 2 measure attitude. Then an independent empirical study was conducted among members of a social network to verify and validate these scale items and their underlying constructs. From the findings in this study, it is identified that attitudes toward social network advertisement, i.e., any effort to communicate messages about products among network members, who are also consumers of different products, is formed and persuaded by hedonic motivation (HM), source derogation (SD), self-concept (SC), message informality (MI), and experiential messages (EM).

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This article undertakes a literature review on such articles on social media and citizen-centric e-government services. This research uses 139 articles to perform the intended literature review. The keywords analysis of these articles indicates that Web 2.0, participation and open government/open data were some of the frequently used keywords in addition to the two major themes of e-government and social media on which all the articles were searched for. The analysis of research methods indicated that majority of the studies were analytical, conceptual, descriptive, or theoretical in nature. The theoretical analysis however indicated that there is a lack of theory-based research in this area. The review of literature indicated that research themes such as electronic participation, engagement, transparency, communication/interaction, trust, security and collaboration are some of the most frequently used categories under this area of research. A research framework has also been proposed from the key themes emerging from the review.

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