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Social Network Advertising: An Investigation of Its Impact on Consumer Behaviour

  • Conference paper
Multidisciplinary Social Networks Research (MISNC 2014)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 473))

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  • International Conference, MISNC

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Abstract

The rise of Social Networking Services (SNSs) has not only transformed people as well as consumer behavior on the Internet, but also transformed the means by which various enterprises globally conduct their promotional and marketing campaigns. There are a variety of means by which enterprises have launched their marketing campaigns on Social Networking Services, and one of the most common techniques adopted is through extensive advertising campaigns on SNSs. This study seeks to examine consumer behaviors towards advertisements on Social Networking Services. Key factors affecting consumer behaviors include usage pattern, the credibility of a particular Social Networking Service as well as electronic word-of-mouth. This clearly illustrates that in today’s virtual electronic world, social media have progressed from being merely a place to meet people, to being a virtual sales floor. It is unexpected that consumer behaviors are influenced by the electronic word-of-mouth of friends rather than that of strangers.

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Author information

Authors and Affiliations

  1. Department of Computer Science, Hong Kong Baptist University, Hong Kong

    Hokyin Lai, Hiufung Cheng & Hiuping Fong

Authors
  1. Hokyin Lai
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  2. Hiufung Cheng
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  3. Hiuping Fong
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Editor information

Editors and Affiliations

  1. National University of Kaohsiung, Taiwan

    Leon Shyue-Liang Wang

  2. Chung-Ang University, Seoul, Korea

    Jason J. June

  3. Dept of Electrical Engineering, National Kaohsiung University of Applied Sciences, Kaohsiung, Taiwan

    Chung-Hong Lee

  4. Osaka University, Japan

    Koji Okuhara

  5. National University of Kaohsiung, Dept of Information Management, Kaohsiung, Taiwan

    Hsin-Chang Yang

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© 2014 Springer-Verlag Berlin Heidelberg

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Lai, H., Cheng, H., Fong, H. (2014). Social Network Advertising: An Investigation of Its Impact on Consumer Behaviour. In: Wang, L.SL., June, J.J., Lee, CH., Okuhara, K., Yang, HC. (eds) Multidisciplinary Social Networks Research. MISNC 2014. Communications in Computer and Information Science, vol 473. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-45071-0_1

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  • DOI: https://doi.org/10.1007/978-3-662-45071-0_1

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-662-45070-3

  • Online ISBN: 978-3-662-45071-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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