DIMENS?O E EFEITOS DA MOTIVA??O DA INFORMA??O SOBRE A ACEITA??O DOS USUáRIOS DA PUBLICIDADE NAS REDES SOCIAIS

摘要

Social media has produced substantial changes in the communication landscape. Online social network sites (SNS) grew as a common platform for online social interaction. SNS firms generate revenue from the advertising appearing on SNS. Their survival depends on users' approval of such social network advertising (SNA). Marketing literature indicates that users accept advertising if it is consistent with their motivations for using social media. Information seeking is the most recognized SNS motivation. Yet, research on evaluating the influence of SNS information motivation on users' approval of SNA is scarce. Based on SNS uses and gratifications theory, this study proposes a multidimensional model that shows the influence of SNS information motivation on users' approval of SNA.