An Analysis of Factors Influencing the SNS Advertising Effect

DOI

10.2991/aebmr.k.210210.003How to use a DOI?

Keywords

informativeness, entertainment, sociality, the SNS advertising effect

Abstract

This study analyzes the influence of the factors considered by users on their acceptance attitude towards SNS advertising. The influencing factors consist of informativeness, entertainment and sociality. This study thus applies a quantitative research approach using survey data from the users who used SNS. The partial least squares (PLS) results suggest that the model is primarily verified. Theoretically, the findings of this study indicate that factors, including informativeness, entertainment and sociality, are user’s three significant motivations for the acceptance attitude towards SNS advertising. Practically, it should help practitioners better satisfy SNS users’ needs to enhance their acceptance of SNS advertising. As a result, the SNS advertising effect will be significantly improved.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Shenli Fan
AU  - Biao Gao
PY  - 2021
DA  - 2021/02/21
TI  - An Analysis of Factors Influencing the SNS Advertising Effect
BT  - Proceedings of the 6th International Conference on Economics, Management, Law and Education (EMLE 2020)
PB  - Atlantis Press
SP  - 10
EP  - 14
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210210.003
DO  - 10.2991/aebmr.k.210210.003
ID  - Fan2021
ER  -