Title

Antecedents to Consumer Peer Communication through Social Advertising: A Self-Disclosure Theory Perspective

Source of Publication

Journal of Interactive Advertising

Abstract

© 2018, © 2018 American Academy of Advertising. The use of peer communication has become a primary method used by advertisers to disseminate their messages to relevant consumers on social media—with a significant return on investment. This study examines whether consumers' privacy, trust, and perceived benefits are associated with their peer communication through social advertising within the lens of self-disclosure theory. The results of a survey of 393 social network users in Indonesia demonstrate that trust is a key factor promoting peer communication through social advertising, mediating privacy concerns and perceived privacy control. Of the three types of peer-communication benefits examined, social benefits appear to be the most significant antecedent, ahead of economic benefits and entertainment benefits. These findings have theoretical and managerial implications.

Document Type

Article

First Page

55

Last Page

71

Publication Date

1-2-2018

DOI

10.1080/15252019.2018.1437854

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