Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

Abstract

A consequence of the growing number of the studies concerning ads on social networking sites, and the failure to provide an in-depth analysis of that stream of research is the need to adopt systematic approaches to assess and aggregate research outcomes. This article presents an up-to-date review of peer-reviewed relevant articles to consumers' responses to advertisements on SNSs. It helps to identify 100 relevant studies published in the period 2009-2017 from different management and social science fields; including marketing, advertising, communication, social science, and relationship management. It reflects six predominate research trends; 1) Antecedents of acceptance or avoidance of ads 2) Consumers' perception and assessment of ads' value 3) consumers' attitude towards ads 4) Consumers' purchase intention 5) Consumers' referral mechanism, and 6) Benefits gained. Also, the topics researched and major results, year of publication, journal, theoretical framework, research method, sampling, and means of analysis were examined for each article. It helps to provide an objective summary of research evidence on the antecedents of consumers' responses to ads on social networking sites. It concludes by offering an agenda for future studies.

Investigation of Attributes Influencing the Attractiveness of Mobile Commerce Advertisements on the Facebook Platform

“…According to Oh et al (2015), understanding different influence elements of consumers' behavior in social media ads is critical to the further understanding of overall consumer behavior development. Additionally, Deraz (2019) concluded that marketing insights on social networking sites cannot be generalized as a rule for one. Instead, different types of ads for different social platforms should be researched.…”