Self-Enhancement as a Motivation for Sharing Online Advertising

Taylor, David G.; Strutton, David; Thompson, Kenneth N.

doi:10.1080/15252019.2012.10722193

Cited by 156 publications

(154 citation statements)

References 55 publications

Supporting

Mentioning

145

Contrasting

Unclassified

Order By: Relevance

“…Literature on sharing behaviour has identified entertainment as a strong motivation (e.g. Baek et al 2011;Holton et al 2014;Malik et al 2016;Sung et al 2016;Taylor et al 2012), with U&G studies also finding that it is one of the most dominant gratifications (e.g. Lee and Ma 2012;Park et al 2009).…”

Section: Entertainmentmentioning

confidence: 99%

“…Lee and Ma 2012;Park et al 2009). Entertainment has been associated with link sharing (Holton et al 2014), news sharing (Hanson and Haridakis 2008), online advertisement sharing (Taylor et al 2012), as well as photo sharing (Malik et al 2016). The use of social networking sites by brands enables entertainment through their use of the platform and the content they post (Kim and Ko 2012).…”

Section: Entertainmentmentioning

confidence: 99%

“…In the context of sharing, self-expression has been linked to viral marketing (Ho and Dempsey 2010), information sharing (Kairam et al 2012), music sharing , sharing of online advertisements (Taylor et al 2012), online community contribution (Wang and Fesenmaier 2003), tourism experience sharing (Wu and Pearce 2016), and photo sharing (Malik et al 2016). Self-expression is also highlighted within the U&G literature (e.g.…”

Section: Self-expressionmentioning

confidence: 99%

See 2 more Smart Citations

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

2018

View full text Add to dashboard Cite

Organisations are increasingly utilising social media to advertise to, and interact with, consumers. Sponsored advertisements embedded into targeted users' social media feeds appear less invasive than standalone advertisements but, unlike organic postings, incur financial cost. Given that friends' posts attract most attention, this research employs Uses and Gratifications theory to determine salient motivations for users' intentions to share sponsored advertisements, framed in the tourism context. Survey data was collected (n = 487) and analysis revealed altruism, entertainment, socialising, and information seeking to be significant positive drivers of intention to share tourism-related sponsored advertisements on Facebook. Notably, information sharing was found to have a negative effect, while self-expression had no significant effect. In addition, the motivations were not found to significantly differ between males and females. This study contributes to theoretical understanding of users' intentions to share sponsored advertisements within the social media environment and provides practical recommendations to help tourism marketers maximise reach.

show abstract

Section: Entertainmentmentioning

confidence: 99%

Section: Entertainmentmentioning

confidence: 99%

Section: Self-expressionmentioning

confidence: 99%

See 1 more Smart Citation

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

2018

View full text Add to dashboard Cite

show abstract

“…defined Word Of Mouth as "any positive or negative statement made by customers experiences about a product or company, which is made available to a mass of people and institutions using the internet". Taylor, D.G., Strutton, D., & Thompson, K. (2012) say in their article "Self Enhancement as a Motivation for Sharing Online Advertising" that Word Of Mouth is a method of communication among two non commercial people and without benefit in the business they are talking about. Individual, who provide a word of mouth about a product or service does not have any intention to promote or demote it.…”

Section: Review Of Literaturementioning

confidence: 99%

Empowerment at Workplace: A Perception of Women Employees from the IT Sector

Dhanyasree¹,

Kumar²

2018

International Journal of Management Studies

View full text Add to dashboard Cite

show abstract

“…In the digital context, the advertising construct receives new contributions as it is directly related to: i) content with fun and entertainment; and ii) the interactivity characteristic of this media. Taylor, Strutton and Thompson (2012) concluded that entertainment features have positive effects on the sharing of ads, while Lin and Peña (2011) showed that in Twitter posts with emotional content have a greater influence on the sharing of users. This type of post has been named Promotion and Publicity as it includes actions related to advertising or brand promotion in the virtual social network.…”

Section: H5: Brand Posts Categorized As Pool Have a Linear And Positimentioning

confidence: 99%

“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site

Almeida

Costa

Limongi

et al. 2016

RBGN

View full text Add to dashboard Cite

Purpose -The purpose of this paper is to analyze the impact of different types of content of viral marketing in a popular social networking site. Our research is founded on recent studies which categorize posts on Facebook.Design/methodology/approach -Data for 2583 posts in eight profiles of Brazilian beer brands were coded and analyzed. We used a regression model and Analysis of Variance to establish relationships among independent variables and a dependent variable.Findings -Two hypotheses were supported. There was a positive relationship between posts of the categories Fan and Promotion and Publicity and viral marketing. Posts of the categories Information and Pool did not have any significant effects, and confirmed previous studies which analyzed likes and comments as dependent variables.Originality/value -Previous studies using the platform did not categorize posts created by brand fans/followers. Our typology is a quantitative improvement in relation to studies with similar objectives. Hence, marketers involved with brand management on Facebook should publish posts which promote the brand and reproduce content generated by people engaged with it if they seek to increase the viralization capacity of such posts.

show abstract

Self-Enhancement as a Motivation for Sharing Online Advertising

Cited by 156 publications

References 55 publications

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

Empowerment at Workplace: A Perception of Women Employees from the IT Sector

“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site

Contact Info

Product

Resources

About