Understanding viral advertising pass-on behavior on Facebook

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.