Consumers' Responses to Facebook Advertising across PCs and Mobile Phones

ABSTRACT Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones. The authors tested a model anchored in social-exchange theory and drawing on uses and gratifications theory, using data from a survey of Facebook users in France. Results show that the trade-off between the intrinsic and social value Facebook advertisements bring and their perceived intrusiveness and privacy invasiveness drives consumers' approach and avoidance of Facebook advertising. Trust in Facebook also emerged as a key driver of advertisement acceptance.

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