Dr. LAW Chui Chui, MonicaMonicaDr. LAW Chui Chui2018-02-232018-02-232015In Du, T. C., & Cheng, J. H. (Eds.) (2015). Proceedings of the fifteen International Conference on electronic business: Internet of things (pp. 492-497).1683-0040https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1076&context=iceb2015http://hdl.handle.net/20.500.11861/4988This 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.enFacebookSelf-DisclosureAttitude Toward Online advertising and Viral-Advertising Pass-OnConference Paper