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Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

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  • Cherniece J. Plume

    (Swansea University Bay Campus)

  • Emma L. Slade

    (University of Bristol)

Abstract

Organisations are increasingly utilising social media to advertise to, and interact with, consumers. Sponsored advertisements embedded into targeted users’ social media feeds appear less invasive than standalone advertisements but, unlike organic postings, incur financial cost. Given that friends’ posts attract most attention, this research employs Uses and Gratifications theory to determine salient motivations for users’ intentions to share sponsored advertisements, framed in the tourism context. Survey data was collected (n = 487) and analysis revealed altruism, entertainment, socialising, and information seeking to be significant positive drivers of intention to share tourism-related sponsored advertisements on Facebook. Notably, information sharing was found to have a negative effect, while self-expression had no significant effect. In addition, the motivations were not found to significantly differ between males and females. This study contributes to theoretical understanding of users’ intentions to share sponsored advertisements within the social media environment and provides practical recommendations to help tourism marketers maximise reach.

Suggested Citation

  • Cherniece J. Plume & Emma L. Slade, 2018. "Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective," Information Systems Frontiers, Springer, vol. 20(3), pages 471-483, June.
    • Handle: RePEc:spr:infosf:v:20:y:2018:i:3:d:10.1007_s10796-017-9821-8
    DOI: 10.1007/s10796-017-9821-8
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    4. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    5. Osei-Frimpong, Kofi & McLean, Graeme & Islam, Nazrul & Appiah Otoo, Brigid, 2022. "What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement," Journal of Business Research, Elsevier, vol. 146(C), pages 288-307.
    6. Jang-Won Moon & Yuting An, 2022. "Scale Construction and Validation of Uses and Gratifications Motivations for Smartphone Use by Tourists: A Multilevel Approach," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-14, January.
    7. Ghori, Muhammad Ashhad & Imran, Syed Monis & Pervaiz, Javeria & Aiman, Umm e Aiman, 2022. "How Motivational Factors Affect the Online Shopping Behavior: An Insight of Developing Economy Consumers," MPRA Paper 112290, University Library of Munich, Germany.
    8. Patrick Mikalef & Kshitij Sharma & Ilias O. Pappas & Michail Giannakos, 2021. "Seeking Information on Social Commerce: An Examination of the Impact of User- and Marketer-generated Content Through an Eye-tracking Study," Information Systems Frontiers, Springer, vol. 23(5), pages 1273-1286, September.
    9. Agarwal, Reeti & Mehrotra, Ankit & Pant, Manoj Kumar & Alzeiby, Ebtesam Abdullah & Vishnoi, Sushant Kumar, 2024. "Digital photo hoarding in online retail context. An in-depth qualitative investigation of retail consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    10. Patrick Mikalef & Kshitij Sharma & Ilias O. Pappas & Michail Giannakos, 0. "Seeking Information on Social Commerce: An Examination of the Impact of User- and Marketer-generated Content Through an Eye-tracking Study," Information Systems Frontiers, Springer, vol. 0, pages 1-14.
    11. Oluwaseun Aleshinloye & Majeed Orolade & Olatosimi Fadahunsi, 2024. "Infodemic During Pandemic: Policy Lessons for Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(4), pages 760-781, April.
    12. Adrian Kwek & Luke Peh & Josef Tan & Jin Xing Lee, 2023. "Distractions, analytical thinking and falling for fake news: A survey of psychological factors," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    13. Balakrishnan, Vimala & Ng, Kee S. & Rahim, Hajar Abdul, 2021. "To share or not to share – The underlying motives of sharing fake news amidst the COVID-19 pandemic in Malaysia," Technology in Society, Elsevier, vol. 66(C).
    14. Hung-Pin Shih & Pei-Chen Sung, 2021. "Addressing the Review-Based Learning and Private Information Approaches to Foster Platform Continuance," Information Systems Frontiers, Springer, vol. 23(3), pages 649-661, June.
    15. Čuić Tanković, Ana & Perišić Prodan, Marina & Tomljanović, Doris, 2022. "Differences between Instagram and Facebook Sponsored Posts for Small Hospitality Businesses," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022, pages 287-298, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    16. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    17. Suparna Dhar & Indranil Bose, 2023. "Corporate Users’ Attachment to Social Networking Sites: Examining the Role of Social Capital and Perceived Benefits," Information Systems Frontiers, Springer, vol. 25(3), pages 1197-1217, June.
    18. Flecha-Ortíz, José & Santos-Corrada, María & Dones-González, Virgin & López-González, Evelyn & Vega, Alberto, 2021. "Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation," Journal of Business Research, Elsevier, vol. 125(C), pages 798-805.
    19. Luciana Chavez & Carla Ruiz & Rafael Curras & Blanca Hernandez, 2020. "The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective," Sustainability, MDPI, vol. 12(21), pages 1-23, October.

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