Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.11861/4988
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dc.contributor.authorDr. LAW Chui Chui, Monicaen_US
dc.date.accessioned2018-02-23T08:01:58Z-
dc.date.available2018-02-23T08:01:58Z-
dc.date.issued2015-
dc.identifier.citationIn Du, T. C., & Cheng, J. H. (Eds.) (2015). Proceedings of the fifteen International Conference on electronic business: Internet of things (pp. 492-497).en_US
dc.identifier.issn1683-0040-
dc.identifier.urihttp://iceb.nccu.edu.tw/proceedings/2015/-
dc.identifier.urihttp://hdl.handle.net/20.500.11861/4988-
dc.descriptionOpen Accessen_US
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.titleUnderstanding viral advertising pass-on behavior on Facebooken_US
dc.typeConference Paperen_US
dc.relation.conferenceThe 15th International Conference on Electronic Businessen_US
item.fulltextNo Fulltext-
crisitem.author.deptDepartment of Business Administration-
Appears in Collections:Business Administration - Publication
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