Affiliation:
1. Department of Business Administration, Federal Urdu University of Arts, Science and Technology Islamabad , Pakistan
Abstract
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.
Reference133 articles.
1. Adnan, M., Shahzad, M., Husain, T., Waseem, Y., Muhammad, I., & Nawaz, A. (2015). Usage of social networking sites in Pakistan interpersonal communication and motives of youth. Research on Humanities & Social Sciences, 5(5), 133-140.
2. Al-Menayes, J. J. (2015). Motivations for using social media: An exploratory factor analysis. Journal of Psychological Studies, 7(1), 43-50.
3. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.Doi: http://dx.doi.org/10.1037/0033-2909.103.3.411
4. Barker, V. (2009). Older adolescents’ motivations for social network site use: The influence of gender, group identity, and collective self-esteem. Cyberpsychology & Behavior, 12(2), 209-213. Doi:10.1089/cpb.2008.0228
5. Bartsch, A., & Viehoff, R. (2010). The use of media entertainment and emotional gratification. Procedia - Social & Behavioral Sciences, 5, 2247-2255. Doi:10.1016/j.sbspro.2010.07.444
Cited by
6 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献