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Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

Author

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  • Imran Anwar Mir

    (Department of Business Administration, Federal Urdu University of Arts, Science and Technology Islamabad, Pakistan.)

Abstract

Social media has phenomenally changed the communication landscape. Particularly social network sites have received enormous popularity and user acceptance globally. The business model of many social network sites is based on advertising. The survival of these social network sites depends on the user acceptance of advertising appearing on these websites. Users usually accept the advertising which is consistent with their motivations for using social network sites. The current study examines the underlying dimensions of entertainment motivation for using social network sites and their impact on user acceptance of social network advertising. Analysis of data from 450 university students show entertainment motivation for using social network sites a multidimensional (SNSs) construct consisting of enjoyment, social escapism, relaxation and pass time factors. Furthermore, the results exhibit that SNSs entertainment motivation partially impacts user acceptance of social network advertising. JEL Classification: M37

Suggested Citation

  • Imran Anwar Mir, 2017. "Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 20(1), pages 19-47, May.
    • Handle: RePEc:zag:zirebs:v:20:y:2017:i:1:p:19-47
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    References listed on IDEAS

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    1. Danaher, Peter J. & Mullarkey, Guy W., 2003. "Factors Affecting Online Advertising Recall: A Study of Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 252-267, September.
    2. Yoo, Chan Yun, 2008. "Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 2-18.
    3. Xiang Fang & Surendra Singh & Rohini Ahluwalia, 2007. "An Examination of Different Explanations for the Mere Exposure Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 97-103, March.
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    More about this item

    Keywords

    Social network sites (SNSs); entertainment motivation; social network advertising (SNA); frequency; duration; attitude; ad-click behavior;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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