Determining perceptions, attitudes and behaviour towards social network site advertising in a three-country context

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.

Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

“…We found support for this hypothesis. This finding is consistent with Wiese & Akareem (2020) conclusions, who also found that hedonic values promote a favorable attitude towards advertising. Wang et al (2009) believe that advertisers should balance the content and make the advertisement memorable and enjoyable.…”

“…Therefore, they suggest that marketers should not use hedonic attributes in mass marketing advertisements. Instead, they should use it in customized marketing messages (Wiese & Akareem, 2020).…”

“…It is enduring and does not change frequently (Aaker et al, 2001). The concept of attitude has often been discussed in the marketing literature (De Pauw et al, 2018;Oumlil & Balloun, 2019;Wiese & Akareem, 2020). Research on attitude suggests that it is a critical precursor to individual behavior.…”

Empirical Evidence of Factors Affecting Attitude towards the Advertising of Socially Sensitive Products in Digital Media

“…The concept of homogeneity is prevalent these days and the concept of globalization has inspired many research scholars, however, due to the disparity exists between technologically equipped and technology deprived countries, this may not be justified to set global standards for all the countries. Due to disparity exists among different countries due to their social and cultural background, religious beliefs, viewers' response towards the advertisements can not be generalized (Wiese, Akareem, 2020). It is generally believed that advertising has the power to distort audiences' perceptions and societal values (Korgaonkar et al, 2001).…”

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

“…Several studies (e.g., Chu, Kamal & Kim, 2019;Mir, 2015;Hamouda, 2018;Wiese &Akareem, 2020) have studied the link between users' PVBand theirSNS advertising acceptance. Most of them (e.g., Wiese &Akareem, 2020) examined the association between personal beliefs and users' attitude towards SNS advertising. Scarce studies examined the association between user personal beliefs about SNS advertising and their banner ad-click response.…”