Dimensionality And Effects Of Information Motivation On Users Online Social Network Advertising Acceptance.docx

DIMENSIONALITY AND EFFECTS OF INFORMATION MOTIVATION ON USERS ONLINE SOCIAL NETWORK ADVERTISING ACCEPTANCE Summary This study has developed the dimensions for social and commercial communication. Past research has studied the impact of social network sites only on user attitudes toward social network advertising. Ad clicking behavior provides the numerical aggregate of users who see these ads but it does not reveal the impact of user online buying behavior therefore this identifies various ways of SNS information motivation and examines the relationship and effect of these dimensions on user SNS ad clicking behavior. Objective is to obtain complete picture of SNS ad click exposure, the influence of SNS ad clicking behavior relationship of SNS information motivation with user acceptance. This research employs UGT to explain the SNS information motivation dimensions, their effects on SNS users’ banner ad clicking behavior to explain impact of SNS banner ad clicking behavior on users’ online buying behavior. UGT focus on user and explain reasons that stimulate users to use different media. This study suggest that SNS information motivation is a multifaceted construct comprising pre-purchase search, inspiration, ongoing search, and verification motivations. Pre purchase leads to product comprehension that is essential for making the right purchase decisions, this study recognized “ongoing search” as the third significant dimension of SNS information motivation. This study discovered “verification” as fourth important dimension of SNS information motivation. Each of these dimension has a differential effect on users’ SNA acceptance. This study concentrated on traditional display advertising. SNS firms and advertisers should focus on the multidimensionality of SNS information motivation to make SNA effective, formation and social impression on SNA acceptance should also be assessed.