The Effects of Consumers’ Online Motivations on Ad Clicks on Social Media

A model is developed to delineate the process by which online motivations affect ad clicks on social media. Path analysis showed that consumption motivations affect perceived informativeness and entertainment values of ads, which in turn influence ad clicks. The effect of connection motivations is mediated by perceived ad-media congruity.



Citation:

Jing Zhang and En Mao (2015) ,"The Effects of Consumers’ Online Motivations on Ad Clicks on Social Media", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 333-333.

Authors

Jing Zhang, San Jose State University, USA
En Mao, Nicholls State University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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