How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising?

Abstract

Survey research conducted to learn young individuals' motivations toward Internet Facebook and their attitudes and behaviors toward Internet advertising (Study 1) and Facebook advertising in addition to Facebook feature use (Study 2). Interpersonal utility was the most prominent motivation that affected participants' all attitudinal and behavioral process in study 1. So particiapting in discussions belonging to a group meeting new people in other words activities associated with using social media influenced consumers' attitudes and behaviors toward Internet advertising favorably. In study 2 the participants whose opinions and attitudes are positive toward Facebook use tended to use all Facebook features. Results show that quality of life peer influence & structure time significantly predicts use of both one-to-many communication features (such as status updates and Groups) and one-to-one communication features (such as private messaging and chat). Facebook Groups are used more by those who are motivated by quality of life peer influence & structure time. Security in privacy concern had an effect on comments. In other words the more users felt secure and less privacy concern the more they wrote comments on Facebook. (C) 2015 Elsevier Ltd. All rights reserved.