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

ORCID Identifiers

0000-0002-8568-0054

Document Type

Article

Source of Publication

Journal of Interactive Advertising

Publication Date

1-2-2018

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.

ISSN

1525-2019

Publisher

Routledge

Volume

18

Issue

1

First Page

55

Last Page

71

Disciplines

Business

Keywords

disclosures, Peer communication, privacy, social advertising, social media

Scopus ID

85056838899

Indexed in Scopus

yes

Open Access

no

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