Antecedents to consumer peer communication through social advertising: A self-disclosure theory perspective

Yusfi Ardiansyah, Paul Harrigan, Geoffrey Soutar, Timothy Daly

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)55-71
JournalJournal of Interactive Advertising
Volume18
Issue number1
DOIs
Publication statusPublished - 14 Mar 2018

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Communication
Peers
Self-disclosure
Privacy
Factors
Privacy concerns
Indonesia
Return on investment
Economic benefits
Perceived benefits
Social networks
Social benefits
Entertainment

Cite this

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Antecedents to consumer peer communication through social advertising : A self-disclosure theory perspective. / Ardiansyah, Yusfi; Harrigan, Paul; Soutar, Geoffrey; Daly, Timothy.

In: Journal of Interactive Advertising, Vol. 18, No. 1, 14.03.2018, p. 55-71.

Research output: Contribution to journalArticle

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