Publication
Title
A factorial survey study on the influence of advertising place and the use of personal data on user acceptance of Facebook ads
Author
Abstract
Advertisements on social networking sites are typically unrequested messages placed in between the user-generated content. What makes users accept these ads (or not)? A factorial survey was conducted to uncover the impact of different factors related to the use of personal data (e.g., sensitivity of personal data) and advertising place (e.g., ad location) of Facebook ads on user acceptance (i.e., fairness and appropriateness) of the advertisement. Placement of the advertisement was the only factor to significantly affect user acceptance. Moreover, the effect of ad placement largely depended on the degree of involvement with the advertised product. Among low-involved subjects, sidebar ad placement was better accepted. Moreover, the influence of ad placement on user acceptance was fully mediated by perceived intrusiveness of the ad. This indirect effect was not significant in the high-involved subgroup, where message stream placement was better accepted. Implications for targeting advertising on Facebook are discussed.
Language
English
Source (journal)
American behavioral scientist. - Newbury Park, Calif.
Publication
Newbury Park, Calif. : 2017
ISSN
0002-7642
DOI
10.1177/0002764217717560
Volume/pages
61 :7 (2017) , p. 653-671
ISI
000407617700002
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Project info
Personalised advertising on social networking sites: the interplay between advertising effectiveness and the user's privacy concern.
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identifier
Creation 03.07.2017
Last edited 09.10.2023
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