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This study provides a framework to explain the attitude–intention gap in viewing advertisements in social networks. Going beyond the literal and evaluative inconsistency issues in measuring factors with theory of planned behavior (TPB), the authors propose and test a theoretical framework with possible moderators to the relationship between the attitude and behavioral intention.

Two surveys were conducted to test the theoretical framework, one with students and the other with working people in Hanoi, Vietnam. After testing measure reliabilities and validities, hypotheses were tested with regressions using SPSS.

In general, the attitude was still found to have a positive relationship with the behavioral intention. However, the attitude–intention gap still exists as trust in social network was found to moderate the relationship between the attitude and intention with the working people sample while trust in brands advertised facilitate the relationship with the student sample. Interestingly, involvement was not found to moderate the relationship.

Several practical implications can be recommended. In general, the marketing strategy for managers is still to develop positive attitude by consumers toward viewing advertisements. However, personalization strategy should be taken with care in advertisement in social network. Providing consumers with perceived privacy control may help enhance the advertisement effectiveness. Finally, building trusts, on or off the social network, should be optimized to increase the users' intention to view advertisements in social network.

This research offers a new explanation for the attitude–intention inconsistency in general and for viewing advertisements in social networks in particular. Going beyond the measurement issues, the research suggests looking at the process under that the attitude can be formed and activated to impact on the intention. Moreover, mixed findings from two comparable samples provide nuanced insights for different groups of consumers.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2021-0563.

Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor patronage, sports enthusiasm, and social media consumption.

Data were collected using an online survey of 265 participants. Questions regarding demographics, viewing habits, sports participation, enthusiasm, attitude toward Olympic events were included in the survey. The four sub-scales were sponsorship attitude, sponsor patronage, social media consumption, and sports enthusiasm.

The findings of the study showed that social media consumption is positively related to attitude toward event and sports patronage. There was a significant gender difference on attitude toward event, social media consumption, and sports enthusiasm. Predictors for making a purchase as a result of seeing a social media advertisement were gender, playing competitive sport, and social media consumption.

This study will add to the body of academic and practitioner research on sponsorship outcomes, and provides an opportunity for marketers to leverage social media networks for sponsorship communication.

As the use of social media networks has increased over the past few years, no previous study has investigated association of sports enthusiasm, gender, or social media consumption toward sponsor patronage which relates to consumers seeking out sponsors and being influenced to make a purchase as a result of marketing communication of sponsors.

The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online.

Results were reached through qualitative research. Personal in‐depth interviews, utilizing Zaltman Metaphor Elicitation Technique (ZMET), were conducted among 20 college students. Interviews consisted of using screenshots of advertisements in online social networks to uncover respondents' reactions.

It was generally concluded that the users of online social networks do not dislike advertisements, but they simply do not notice them. Other content found in online social networks mitigates the attractiveness of the advertisements. Hence, the respondents reported that the brand recognition in online social networks was found to be much lower than the one created through other media channels.

Advertising in online social networks is a major unexplored advertising area. Interactivity on the internet shifts the ways in which users perceive advertising, and whether they perceive it at all. The paper discusses content that catches users' attention and its relation to advertisements.

Through literature review it has been revealed that no similar research exists. The findings of this research will aid advertisers in recognizing the possibility of advertising to the online social networks' population, taking into consideration different needs, and preferences of such users.

Due to customers' extensive avoidance behavior, social commerce may be less successful than anticipated. This study investigates the underlying mechanism and antecedents that influence customers' avoidance of peer-generated advertisements.

Based on the general framework of avoidance behavior, we propose a theoretical model for the context of a mobile social network, with tie strength as the user-related factor and violation of shared language, advertisement relevance and information overload as contextual variables. Using survey data collected from 334 customers on WeChat, we empirically examine the research model and hypotheses.

Tie strength and advertisement relevance are negatively associated with avoidance behavior, whereas information overload and violation of shared language have significantly positive effects. Furthermore, tie strength weakens the negative relationship between violation of shared language and avoidance behavior but strengthens the positive relationship between advertisement relevance and avoidance behavior.

The findings extend understanding of advertisement avoidance behavior and can guide practitioners' improvement of advertising efficiency in mobile social networks.

Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored consumer attitudes toward bloggers and their advertising. Therefore, an effort to discover how paid blog advertisements influence consumer attitudes toward bloggers and the products they advertise will help marketers gain an understanding of how to use bloggers as paid sponsors to influence consumer purchase intent. Using online survey approach, a study recruited participants (n=210) through an online survey platform (MTurk). The results indicated that the similarity between the consumer and the ad creator is an important psychological reason why consumers are more likely to perceive advertisements as more authentic, more affective, less deceptive and more credible, and they are thus more likely to trust the blogger. On the other hand, the importance of ad attribute (authenticity) does not significantly influence consumers’ intention to purchase products advertised by a blogger. As consumers are becoming more skeptical of advertisements, blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting, the design, flow and clarity of the blogs must also be considered important factors. In addition, advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement; hence, promoting companies’ products and services through blogs can be an effective strategy to lower consumer skepticism barriers. The paper aims to discuss these issues.

Participants answered questions about their attitudes toward bloggers and their advertising when purchasing products in an online retail environment. Furthermore, participants also answered questions about their perceived trust in the bloggers themselves as well as the authenticity and credibility of the brand-related communication received from bloggers. Moreover, they reported on their attitudes toward how deceptive they considered bloggers and their advertising to be. Finally, participants reported how paid blog advertisements influence their purchase intent.

Similarity toward the ad creator is an important psychological reason behind consumers’ attitude toward blogs. Consumers who follow a blog often have the same interests and are thus more likely to support bloggers. This idea can be used as a segmentation strategy to reach particular consumers. Consumers who perceive similarity with the ad creator are more likely to recognize the ads as more authentic, affective, credible and trustworthy as well as less deceptive, regarding the blogger. Blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting but the design, flow and clarity of the blog are also important factors. Blog advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement with the website, bloggers or social media.

Trust in the blogger did not influence consumers’ purchase intent; however, it did influence their attitude toward how similar they are with the blogger. In an online shopping environment, the human touch and personal contact between consumers and retailers has been lost. Consumers often leave the online transaction due to a lack of trust. Therefore, bloggers can be replacements for the missing “salesperson” in online interactions. Companies can use bloggers as the mediating person to reach their intended audiences, bridging the gap between the company and consumers.

This study aims to investigate an initial understanding about the different factors that are inducing and stemming the monotony of different social networking sites (SNSs). Specifically, the study provides an initial understanding for the liking/disliking of different SNSs, factors affecting users’ monotony and its impact on the success and effectiveness of different marketing activities.

A survey questionnaire was adopted from previously developed and validated scales. The questionnaire was administered to undergraduate students enrolled in different universities in India. We have used regression analysis, bootstrapping technique, Sobel test and ANOVA to address the research questions and hence to test the hypotheses.

The findings of the study revealed that gender does not have any impact on the monotony of SNSs. Both genders are experiencing boredom for SNSs and spend less time on such sites. Moreover, SNS boredom negatively impacts users’ attitudes toward different SNSs such as Facebook, twitter, etc., which in turn develop negative attitudes toward the different advertisement on these sites. This study revealed the marketers’ necessity of studying the phenomenon of SNS boredom. One of the most important finding of this study is that users’ age decides the level of monotony/boredom with the social sites; older users report significantly lower levels of social sites boredom as compared to younger users.

To capture the opinion of SNS users, this study used a sample of students from different universities. The study findings are primarily based on studies utilizing millennial population.

This is the first study which empirically examines the phenomenon of social networking boredom among millennial by linking the theories of monotony, i.e. gratification theory. The findings of the study added a chapter in the literature by identifying the underlying mechanism through which monotony of SNS impacts effectiveness of the social media marketing activities. The findings shed more light on the consequences of SNS monotony for the digital marketers and revealed that age is an important factor in it.

Since its inception in 2009, the growth of real-time bidding (RTB) advertising has been dramatic. Yet, there is a dearth of research in the information system (IS) literature despite the potential for negative e-commerce outcomes. The purpose of this paper is to identify salient antecedents of users’ attitude toward RTB advertisements.

A research model was constructed and tested with data from 437 respondents. SmartPLS 3.0, a partial least square (PLS) structural equation modeling (SEM) tool, was used to evaluate the research model and test the hypotheses.

The findings indicate that user attitude is determined by opposing influences from the cognitive and affective attributes of an RTB advertisement. A surprise is found to elicit greater perception of advertisement personalization, timeliness and relevance, as well as privacy and intrusiveness concerns. While RTB advertisement relevance appears to lessen the effect of advertisement intrusiveness, privacy concern is exacerbated when the advertisement is more personalized. The authors discuss the implications of this study for click-through intentions and e-commerce.

At this point in the evolution of RTB advertising, the findings indicate that the surprise generated by the appearance of an RTB advertisement is not currently a “bad” surprise. In addition, the formation of positive user attitude toward RTB is complex because cognitive factors interact with users' concerns to strengthen or weaken the negative effects. The authors also demonstrate that attitude and stimulus–organism–response (S–O–R) theories are useful theoretical bases for the development of causal models to predict RTB attitude and click-through intentions.

Although religiosity and advertising messages have been extensively examined in the existing literature separately, studies which correlatively examine both these aspects are very limited. This paper aims to reveal the influence of the widely used religious messages on consumer attitudes and of purchase intentions on subjects with different levels of religiosity.

In this study, four different printed advertising messages with and without religious messages were developed for two different products. In this respect, the consumer attitudes toward advertisements and the degree to which purchase intention changed were measured.

The attitude and purchase intention toward the advertisements with religious messages was found to have a higher mean value compared to the advertisements without religious messages, and a statistically significant difference was found between the two. The highly religious participants’ attitudes and purchasing intention toward the advertisements with religious messages differed as compared to the participants with low levels of religiosity.

Indeed, it was observed that the attitude toward different advertising messages and purchase intention differed regarding the level of religiosity. In the last section of the study, the influence of the level of religiosity on purchasing intention and consumer attitudes has been discussed with academic and practical results.

This study has also extended the practical implications of social judgment theory, which suggests that the further the consumers’ initial position to the new message the less is the acceptance of that message, and it contributes to its methodological and theoretical development. Whether a religious advertisement message is considered more or less acceptable depends on the level of religiosity and the positioning strategy adopted in the advertisement. In the present study, it is observed that as the level of religiosity increases, purchase intention and the attitude towards the advertisement with religious message increase in permissible(halal) goods. However, when prohibited (haram) services are considered, an increase in the subjects' level of religiosity brings about a decrease in the purchase intention and the attitude towards the advertisement with religious message. Therefore, this study validates social judgment theory.

A significant implication for the marketing practitioners is that religiosity could be one of the criteria in segmenting market. A religiously prohibited product might gradually feel more irritating as the intensity of religious message increases in an advertisement. Thus, it is an important consideration for an organization offering faith-based products in mono-religious societies. Clearly, marketers need to be very careful when they use religious symbols in the secular marketplace, which raises the question – What factors underlie a positive response to religious message use in advertisement?

Religion was a taboo subject in society in the recent past; it has not been comprehensively investigated in marketing literature; moreover, it is evident that this situation continues to exist at present. It can, therefore, be said that the efforts to conceptualize religion’s influence on marketing and consumer behavior have been scarce.

This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook.

Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling.

Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship.

Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation.

In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.