How Social Communications Influence Advertising Perception and Response in Online Communities

摘要: This research aims to explore how social communications of online communities affect users’ perception and responses toward media advertising. We developed a conceptual model based on the bond theory (SBT), encapsulating nine constructs ten hypothesis extracted from extant advertising literature. Our outcome proves that can effectively boost behaviors be in accordance with an community, thus facilitate their acceptance advertising, group intention as intervening factor. From operational standpoint, it’s effective way build maintain bonds between users community by boosting supporting fluent interpersonal communications. In addition, managers should elaborate intentions increase response.