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Understanding viral advertising pass-on behavior on Facebook
Author(s)
Date Issued
2015
ISSN
1683-0040
Citation
In Du, T. C., & Cheng, J. H. (Eds.) (2015). Proceedings of the fifteen International Conference on electronic business: Internet of things (pp. 492-497).
Type
Conference Paper
Abstract
This study aims at investigating Facebook users' advertising pass-on behavior with self-disclosure and attitude toward online advertising. With about 350 undergraduate students' responses, the results indicate that self-disclosure relates to attitude toward online advertising but does not link with pass-on behavior; attitude is the key mediator in the whole advertising pass-on process. This study extends the viral advertising pass-on model proposed by Chu, which provides significant implications for online marketers who have major purposes for adopting social-media marketing.
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