TITLE

VIRAL ADVERTISING IN SOCIAL MEDIA: PARTICIPATION IN FACEBOOK GROUPS AND RESPONSES AMONG COLLEGE-AGED USERS

AUTHOR(S)
Shu-Chuan Chu
PUB. DATE
September 2011
SOURCE
Journal of Interactive Advertising;Fall2011, Vol. 12 Issue 1, p30
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This study examines the potential link of Facebook group participation with viral advertising responses. The results suggest that college-aged Facebook group members engage in higher levels of self-disclosure and maintain more favorable attitudes toward social media and advertising in general than do nongroup members. However, Facebook group participation does not exert an influence on users' viral advertising pass-on behaviors. The results also identify variations in predictors of pass-on behaviors between group members and nonmembers. These findings have theoretical and managerial implications for viral advertising on Facebook.
ACCESSION #
70258624

 

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