Investigating the Roles of Social Influences in Consumers’ Responses to Online Social Network Ads: A Case of Thailand
Article Sidebar
Main Article Content
Abstract
A rapid growth of online social network (OSN) has caught the attention of many marketers in finding the new ways to harness it from their advertising. This research proposes a conceptual framework to examine the effects of social factors on group intentions towards OSN’s advertising. The model of this study is developed from synthesizing the models used in the previous relevant research studies. The major objective of this research is to examine the factors influencing group intention and the effects of advertising characteristics on consumers’ responses toward OSN’s advertising. Structured questionnaire was used to collect the data from 400 respondents using multi-stage sampling undertaken at major public areas in Bangkok. Structural Equation Modelling (SEM) was employed to test hypotheses in the model through AMOS 23.0. Most hypotheses were statistically significant and supported. Group intention was found to be influenced by social identity and attitude, whilst perceived Ad relevance and perceived Ad value both significantly affect consumers’ responses to OSN’s advertising. This study provides insights into online social networking and advertising literature. In terms of practical implication, marketers should make sure that their advertising messages are relevant and valuable for their targeted audiences in order to instill a positive consumers’ responses from advertising
Article Details
Article Accepting Policy
The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions. Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.
Copyright infringement is solely the responsibility of the author(s) of the article. Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.
The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way. Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).
The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing. The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.
References
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. The Academy of Management Review, 14(1), 20–39.
Bagozzi, R., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Barclay, D. W., Thompson, R., & Higgins, C. A. (1995). The partial least squares (PLS) approach to causal modeling: personal computer adoption and use as an illustration. Technology Studies, 2(2), 285-309.
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
Brettel, M., & Spilker-Attig, A. (2010). Online advertising effectiveness: a cross-cultural comparison. Journal of Research in Interactive Marketing, 4(3), 176 – 196.
Campbell, D. E., & Wright, R. T. (2008). Shut-up I don’t care: understanding the role of relevance and interactivity on customer attitudes toward repetitive online advertising. Journal of Electronic Commerce Research, 9(1), 62-76.
Celik, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers' adoption of online retail shopping. International Journal of Retail & Distribution Management, 39(6), 390 – 413.
Chang, I. C., Liu, C. C., & Chen, K. (2014). The effects of hedonic/utilitarian expectations and social influence on continuance intention to play online games. Internet Research, 24(1), 21-45.
Chatzisarantis, N. L. D., Hagger, M. S., Wang, C. K. J., & Thogersen-Ntoumanis, C. (2009). The effects of social identity and perceived autonomy support on health behavior within the theory of planned behavior. Current Psychology, 28(1), 55-68.
Cheung, C. M. K., Chiu, P. Y., Lee, M. K. O. (2011). Online social networks: why students use Facebook?. Computers in Human Behavior, 27(4), 1337-1343.
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In Marcoulides, G.A. (Ed), Modern Methods for Business Research (pp. 295-335). Mahwah, NJ: Lawrence Erlbaum Associates.
Chin, W. W., & Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. In R. H. Hoyle (Ed), Statistical Strategies for Small Sample Research (pp. 307-342). Thousand Oaks: CA: Sage Publications.
Chiu, C. M., Hsu, M. H., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual communities: an integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
Cho, C. H. (2003). Factors influencing clicking of banner ads on the WWW. Cyber Psychology and Behavior, 6(2), 201-215.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
Deuze, M. (2007). Media work. Cambridge: Polity.
Dholakia, U. M., Bagozzi, R., & Pearo, L. (2004). Asocial influence model of consumer participation in network-andsmall-group-basedvirtual communities. International Journal of Research in Marketing, 21(3), 241-263.
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.
Ducoffe, R. H., & Curlo, E. (2010). Advertising value and advertising process. Journal of Marketing Communications, 6(4), 247-262.
Ellemers, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self-categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29(2-3), 371-389.
Ellison, N. B., Steinield, C., & Lampe, C. (2007). The benefits of Facebook ‘friends:’ Social Capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 143-168.
Figueroa, A. (2010, July 26). As 2011 Ford Explorer turns heads, so does its marketing campaign. The Christian Science Monitor. Retrieved from http:/ www.csmonitor.com/Business/new-economy/2010/ 0726/As-2011-Ford-Explorer-turns-heads-so-does-its-marketing-campaign
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 33-35.
Granovetter, M. S. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360-1380.
Gruber, F. (2006, July 28). Advertising on social networks. Imedia. Retrieved from http://www.imediaconnection.com/content/10585.asp
Gao, L., & Bai, X. (2014). A unified perspective on the factors influencing consumer acceptance of internet of things technology. Asia Pacific Journal of Marketing and Logistics, 26(2), 211 – 231.
Gong, W., Stump, R. L., & Li, Z. G. (2014). Global use and access of social networking web sites: A national culture perspective. Journal of Research in Interactive Marketing, 8(1), 37 – 55.
Hair, J. F., Black, W. B., Babin, B. J., Anderson, R. E., & Tatham, R. (7th ed.). (2010). Multivariate Data Analysis. New Jersey: Prentice-Hall.
Hannah, K., Jeongmin, L., & Oh, S. E. (2020). Individual characteristics influencing the sharing of knowledge on social networking services: online identity, self-efficacy, and knowledge sharing intentions. Behavior & Information Technology, 30(4), 379-390.
Hanafizadeh, P., Behboudi, M., Ahadi, F., & Varkani, F. G. (2012). Internet advertising adoption: a structural equation model for Iranian SMEs. Internet Research, 22(4), 499 – 526.
Heijden, H. V. D. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704.
Heijden, H. V. D. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information and Management, 40(6), 541-549.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 91-101.
Hogg, M. A., & Terry, D. J. (2000). Social identity and self-categorization processes in organizational contexts. The Academy of Management Review, 25(1), 121-140.
Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: the roles of teaching acceptance, social influence and knowledge sharing motivation. Information and Management, 45(1), 65-74.
Jiang, P., & Rosenbloom, B. (2005). Customer intention to return online: price perception, attribute-level performance, and satisfaction unfolding over time. European Journal of Marketing, 39(½), 150 – 174.
Kaplan, A. M., & Haenlein, M. (2009). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Lane, P. J., & Lubatkin, M. (1998). Relative absorptive capacity and interorganizational learning. Strategic Management Journal, 19(5), 461-477.
Lawler, E. J., & Thye, S. R. (1999). Bringing emotions into social exchange theory. Annual Review of Sociology, 25, 217-244.
Lee, H. H., Fiore, A. M., & Kim, J. (2006). The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail & Distribution Management, 34(8), 621 – 644.
Lee, M. L. (2009). Understanding the behavioral intention to play online games. Online Information Review, 33(5), 849 – 872.
Li, D. C. (2011). Online social network acceptance: a social perspective. Internet Research, 21(5), 562-580.
Liao, C. H., Tsou, C. W., & Huang, M. F. (2007). Factors influencing the usage of 3G mobile services in Taiwan. Online Information Review, 31(6), 759 – 774.
Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: an empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161.
Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a world wide web context. Information and Management, 38(1), 217-230.
Mzoughi, P. N., Ahmed, R. B., & Ayed, H. (2010). Explaining the participation in a small group brand community: an extended TRA. Journal of Business and Economics Research, 8(8), 17-26.
Nunnally, J. C., & Bernstein, I. H. (3rd ed.). (1994). Psychometric theory. New York: McGraw-Hill.
Papacharissi, Z. (2011). Conclusion: A networked self. In Papacharissi, Z. (Ed), Identity, community and culture on social network sites. New York: Routledge, Taylor and Francis Group.
Pietro, L. D., Virgilio, F. D., & Pantano, E. (2012). Social network for the choice of tourist destination: attitude and behavioral intention. Journal of Hospitality and Tourism Technology, 3(1), 60 – 76.
Pinho, J. C., & Soares, A. (2011). Examining the technology acceptance model in adoption of social networks. Journal of Research in Interactive Marketing, 5(2/3), 116-129.
Quinton, S., & Harridge-March, S. (2010). Relationships in online communities: the potential for marketeers. Journal of Research in Interactive Marketing, 4(1), 59-73.
Raacke, J., & Bonds-Raacke, J. (2008). Myspace and Facebook: Applying the uses and gratiications theory to exploring friend-networking sites. Cyber Psychology and Behavior, 11(2), 169-174.
Ringle, C. M., Wende, S., & Will, A. (2006). SmartPLS Version 2.0 (beta). University of Hamburg, Hamburg.
Robinson, H., Wysocka, A., & Hand, C. (2007). Internet advertising effectiveness – the effect of design on click-through rates for banner ads. International Journal of Advertising, 26(4), 527-541.
Rodgers, S. (2003/2004). The effects of sponsor relevance on consumer reactions to internet sponsorship. Journal of Advertising, 32(4), 67-76.
Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of internet users’ attitudes toward Internet advertising. Journal of Interactive Marketing, 13(3), 34-54.
Shih, C. (2009). The Facebook era, New Jersey: Prentice-Hall.
Shen, C. C., & Chiou, J. S. (2009). The effect of community identification on attitude and intention toward a blogging community. Internet Research, 19(4), 393 – 407.
Soares, A. M., Pinho, J. C., & Nobre, H. (2012). From social to marketing interactions: the role social networks. Journal of Transnational Management, 17(1), 45-62.
Soares, A. M., & Pinho, J. C. (2014). Advertising in online social networks: the role of perceived enjoyment and social influence. Journal of Research in Interactive Marketing, 8(3), 245 – 263.
Stone, B. (2010, March 3). Ads posted on Facebook strike some as off-key. The New York Times. Retrieved from http://nytimes.com
Tajfel, H. (Ed.). (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations, London: Academic Press.
Tajfel, H. (1979). Individuals and groups in social psychology. British Journal of Social and Clinical Psychology, 18(2), 183-190.
Tajfel, H. and Turner, J. (1979). An integrative theory of intergroup conflict. In Austin, W. G., & Worchel, S. (Eds.), The Social Psychology of Intergroup Relations (pp. 33-47). Wadsworth, Belmont, CA.
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks? How gender and age shape receptivity. Journal of Advertising Research, 51(1), 258-275.
Teo, T., & Noyes, J. (2011). An assessment of the influence of perceived enjoyment and attitude on the intention to use technology among pre-service teachers: a structural equation approach. Computers and Education, 57(4), 1645-1653.
Teo, T. S. H., Lim, V., & Lai, R. Y. C. (1999). Intrinsic and extrinsic motivation in Internet usage. Omega, 27(1), 25-37.
Trepte, S., & Krämer, N. (2007). Expanding social identity theory for research in media effects: Two international studies and a theoretical model. Hamburg: Universität Hamburg, Arbeitsbereich Sozialpsychologie.
Tucker, C. E. (2011). Social networks, personalized advertising, and privacy controls. Working Paper MIT Sloan School of Management, 485, 1-10.
Venkatesh, V. (2000). Determinants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365.
Wang, T., & Zheng, Q. (2012). Working pressure does not necessarily undermine self-determined motivation. Chinese Management Studies, 6(2), 318 – 329.
Watjatrakul, B. (2013). Intention to use a free voluntary service. Journal of Systems and Information Technology, 15(2), 202 – 220.
Zeng, F., Huang, L., & Dou, W. (2009). Social factors in user perceptions and responses to advertising in online social networking communities. Journal of Interactive Advertising, 10(1), 1.
Zhou, T. (2011). Understanding online community user participation: a social influence perspective. Internet Research, 21(1), 67 – 81.