Social Factors in User Perceptions and Responses to Advertising in Online Social Networking
Fue ZengWuhan University, P.R. China
Li HuangDepartment of Marketing, Hong Kong University of Science and Technology
Wenyu DouDepartment of Marketing, City University of Hong Kong
ABSTRACT:With the advent of popular Web destinations such as MySpace and Facebook, online social networking communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study investigates the impacts of social identity and group norms on...