Exploring Consumer Attitudes Toward Social Network Advertising

Cuauhtemoc Luna-Nevarez, New Mexico State University, USA
Jennifer Zarzosa, New Mexico State University, USA
Drawing upon the Theory of Reasoned Action, we developed a theoretical framework to explain the antecedents (perceived utility, attitude toward advertising, and advertisement intrusiveness) and consequences (intention to engage in online word-of-mouth and purchase intention) of social network advertising. A structural equation modeling analysis confirmed the hypothesized causal relationships.
[ to cite ]:
Cuauhtemoc Luna-Nevarez and Jennifer Zarzosa (2012) ,"Exploring Consumer Attitudes Toward Social Network Advertising", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1119-1119.