Effects of Beliefs and Concerns on User Attitudes toward Online Social Network Advertising and Their Ad Clicking Behavior
نویسنده
چکیده
Since last few years, social media particularly online social network sites (SNSs) have rapidly grown in popularity and user acceptance [1,2]. Recent estimates of e-Marketer’s show that by 2017 SNSs users will be 2.55 billion globally [3]. SNSs are web based applications which allow users to connect with other online users by creating personal profiles and inviting other users to visit those profiles. Other users can be friends, colleagues, relatives and strangers. User profiles contain the descriptive information (e.g. age, gender, location and interests) of users. They can also include photos, videos, audio files and blogs [4]. SNSs not only facilitated user to user connectivity but also enabled businesses to market their products to their customers in an effective way. Today many businesses advertise their products on SNSs [5-7].
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