Consumers' Perceptions towards E-Shopping Advertisements and Promotional Actions in Social Networking Sites

摘要

Social Networking Sites (SNS) have dramatically changed our daily lives and even more individuals spend many hours every day utilize them. Their global reach and the opportunity for personalization have also captured the attention of firms, as they create enterprising opportunities for both e-business and traditional companies. For advertisers and marketing practitioners, SNS present myriad opportunities to engage customers, release product information and provide resources for an opt-in interactive environment. Thus, an understanding of SNS can be a significant aid to firms as they develop marketing, advertising and other information disseminating strategies. The scope of this paper is to provide a much clearer view of SNS regarding their members' attitude towards the provided e-shopping advertisements and promotional actions. The study analyzes and presents internet users 'perceptions towards them and how they affect e-consumer behavior. It also intends to reveal possible differences between adopters and non-adopters of online shopping, as well as discrepancies between low and heavy SNS users focusing on university students' perceptions. The research results provide interesting insights to both academia and industry.