Motivations to use social media: effects on the perceived informativeness, entertainment, and intrusiveness of paid mobile advertising

Noguti, V; Waller, D

Motivations to use social media: effects on the perceived informativeness, entertainment, and intrusiveness of paid mobile advertising

Noguti, V

Waller, D

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Publisher:: Taylor & Francis (Routledge)
Publication Type:: Journal Article
Citation:: Journal of Marketing Management, 2020, 36, (15-16), pp. 1527-1555
Issue Date:: 2020-09-10

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Field	Value	Language
dc.contributor.author	Noguti, V https://orcid.org/0000-0001-9922-7317
dc.contributor.author	Waller, D https://orcid.org/0000-0002-4016-4275
dc.date.accessioned	2021-04-08T04:42:59Z
dc.date.available	2020-06-12
dc.date.available	2021-04-08T04:42:59Z
dc.date.issued	2020-09-10
dc.identifier.citation	Journal of Marketing Management, 2020, 36, (15-16), pp. 1527-1555
dc.identifier.issn	0267-257X
dc.identifier.issn	1472-1376
dc.identifier.uri	http://hdl.handle.net/10453/147893
dc.description.abstract	By looking at specific motivations for social media use as general action or inaction goals, this research provides a cognitive account of their effects on perceptions of paid advertising on smartphones. Results across two studies show that specific motivations with an overarching action goal (i.e. seeking information, seeking excitement, and seeking emotional support) relate positively to perceptions of advertising entertainment, while those with an overarching inaction goal (i.e. seeking relaxation) relate negatively to perceptions of advertising entertainment. In addition, the motivation to seek information from social media relates positively to perceptions of advertising informativeness. Perceptions of both advertising informativeness and advertising entertainment relate negatively to perceptions of advertising intrusiveness, leading to indirect effects of specific motivations on intrusiveness. Direct effects of specific motivations on intrusiveness are minimal.
dc.language	English
dc.publisher	Taylor & Francis (Routledge)
dc.relation.ispartof	Journal of Marketing Management
dc.relation.isbasedon	10.1080/0267257X.2020.1799062
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1504 Commercial Services, 1505 Marketing
dc.title	Motivations to use social media: effects on the perceived informativeness, entertainment, and intrusiveness of paid mobile advertising
dc.type	Journal Article
utslib.citation.volume	36
utslib.for	1503 Business and Management
utslib.for	1504 Commercial Services
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access	*
pubs.consider-herdc	true
dc.date.updated	2021-04-08T04:42:58Z
pubs.issue	15-16
pubs.publication-status	Published
pubs.volume	36
utslib.citation.issue	15-16

Abstract:

By looking at specific motivations for social media use as general action or inaction goals, this research provides a cognitive account of their effects on perceptions of paid advertising on smartphones. Results across two studies show that specific motivations with an overarching action goal (i.e. seeking information, seeking excitement, and seeking emotional support) relate positively to perceptions of advertising entertainment, while those with an overarching inaction goal (i.e. seeking relaxation) relate negatively to perceptions of advertising entertainment. In addition, the motivation to seek information from social media relates positively to perceptions of advertising informativeness. Perceptions of both advertising informativeness and advertising entertainment relate negatively to perceptions of advertising intrusiveness, leading to indirect effects of specific motivations on intrusiveness. Direct effects of specific motivations on intrusiveness are minimal.

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http://hdl.handle.net/10453/147893