Attitudinal and Direct Association between Personal Value Beliefs and Users’ Banner Ad-Click Response on Social Network Sites

Abstract

Social media has fundamentally transformed the ways of human communication. Specifically, social network sites (SNS) are famous for social interaction and conducting business activities. The current study examines the dimensional structure of personal value beliefs (PVB) about SNS advertising and its attitudinal and direct association with users' banner ad-click response. Furthermore, the current study examines the association between banner ad-click response and users' online shopping behavior (OSB). Using self-administered questionnaire data were collected from 200 Facebook and Twitter users in Pakistan. Results reveal informative, entertaining, and social image factors as dimensions of users' PVB. These dimensions of PVB have a differential attitudinal and direct association with SNS users' banner ad-click response. In addition, SNS users' banner ad-click response and their OSB are associated positively