Why we watch others' responses to online advertising – investigating users' motivations for viewing user-generated content in the context of online advertising
作者： Johannes Knoll , Ramona Proksch
DOI: 10.1080/13527266.2015.1051092
关键词:
摘要: The study investigates Internet users' motivations for viewing user-generated content (UGC) in the context of online advertising. In addition, it is examined whether individual motivation patterns can be traced back to personalities and their attitudes toward advertising general. An survey 181 social media users was conducted, surveying motivation, personality (big five), attitude Path analysis employed examine research model. use UGC motivated by needs information, entertainment, personal identity, interaction. While did not predict motives, towards general explained a large extent. It consequently proposed confirmed that motives mediate influence recipients' on usage. Results indicated strong effective potential advertising: view such co...
sci-hub.se 参考文章(47)
Karl E. Rosenberg, Margaret Hender Blair, Convergent findings increase our understanding of how advertising works Journal of Advertising Research. ,vol. 34, pp. 35- 45 ,(1994)
Alan M. Rubin, The uses-and-gratifications perspective of media effects. Media effects: advances in theory and research, 2002, ISBN 0-8058-3864-3, págs. 525-548. pp. 525- 548 ,(2002) , 10.4324/9781410602428-24
Denis McQuail, Mass Communication Theory: An Introduction ,(1983)
Jeff McCarthy, Jennifer Rowley, Catherine Jane Ashworth, Elke Pioch, Managing brand presence through social media: the case of UK football clubs Internet Research. ,vol. 24, pp. 181- 204 ,(2014) , 10.1108/INTR-08-2012-0154
Marko Sarstedt, Joseph F. Hair, Christian M. Ringle, G. Tomas M. Hult, A primer on partial least squares structural equation modeling (PLS-SEM) Published in <b>2016</b> in Los Angeles by SAGE. ,(2014)
Andy Field, Jeremy Miles, Discovering Statistics Using SPSS ,(2000)
Banwari Mittal, Public assessment of TV advertising: faint praise and harsh criticism Journal of Advertising Research. ,vol. 34, pp. 35- 53 ,(1994)
Joseph B. Walther, Stephanie Tom Tong, David C. DeAndrea, Caleb T. Carr, Brandon Van Der Heide, Strategic Uses of Social Technology: A juxtaposition of social influences Cambridge University Press. pp. 172- 194 ,(2011) , 10.1017/CBO9781139042802.009
Guosong Shao, Understanding the appeal of user‐generated media: a uses and gratification perspective Internet Research. ,vol. 19, pp. 7- 25 ,(2009) , 10.1108/10662240910927795
Chang-Hoan Cho, Factors Influencing Clicking of Banner Ads on the WWW Cyberpsychology, Behavior, and Social Networking. ,vol. 6, pp. 201- 215 ,(2003) , 10.1089/109493103321640400