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Consumers’ Responses to Ads on Social Networking Sites: A Systematic Literature Review (SLR)
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID iD: 0000-0003-4107-6872
2019 (English)In: Proceedings of the 17th International Conference e-Society 2019: Utrecht, The Netherlands 11 - 13 April, 2019 / [ed] Piet Kommers, Pascal Ravesteijn, Guido Ongena & Pedro Isaías, Utrecht: IADIS Press, 2019, p. 61-72Conference paper, Published paper (Refereed)
Abstract [en]

A consequence of the growing number of the studies concerning ads on social networking sites, and the failure to provide an in-depth analysis of that stream of research is the need to adopt systematic approaches to assess and aggregate research outcomes. This article presents an up-to-date review of peer-reviewed relevant articles to consumers’ responses to advertisements on SNSs. It helps to identify 100 relevant studies published in the period 2009–2017 from different management and social science fields; including marketing, advertising, communication, social science, and relationship management. It reflects six predominate research trends; 1) Antecedents of acceptance or avoidance of ads 2) Consumers’ perception and assessment of ads’ value 3) consumers’ attitude towards ads 4) Consumers’ purchase intention  5) Consumers’ referral mechanism, and 6) Benefits gained. Also, the topics researched and major results, year of publication, journal, theoretical framework, research method, sampling, and means of analysis were examined for each article. It helps to provide an objective summary of research evidence on the antecedents of consumers’ responses to ads on social networking sites. It concludes by offering an agenda for future studies.

Place, publisher, year, edition, pages
Utrecht: IADIS Press, 2019. p. 61-72
Keywords [en]
Marketing, Communication, Advertising, Social Networking Site, Consumer Response, Consumer Attitude
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-40375ISBN: 978-989-8533-85-2 (print)OAI: oai:DiVA.org:hh-40375DiVA, id: diva2:1341508
Conference
17th International Conference e-Society 2019 (ES 2019),Utrecht, The Netherlands, April 11-13, 2019
Available from: 2019-08-08 Created: 2019-08-08 Last updated: 2019-08-13Bibliographically approved

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Deraz, Hossam

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
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More styles
Language
  • de-DE
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  • Other locale
More languages
Output format
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