The Influence of Sponsored Advertising on Social Media Users: Applying the Technology Acceptance Model to Tiktok, Facebook and Instagram

Widodo Agus Setianto, Dessy Kushardiyanti and Nurdiana Gaus

Studies in Media and Communication, 2025, vol. 13, issue 3, 35-48

Abstract: The use of sponsored advertising as a marketing communication tool is widespread, yet its effectiveness has not been proven empirically to the same extent. This study applies the Technology Acceptance Model (TAM) to examine how sponsored advertising on TikTok, Facebook, and Instagram influences user behavior. Data were collected through an online survey involving 400 social media users exposed to sponsored advertising. The findings show that 1) perceived usefulness, ease of use, and duration of using social media influence user attitudes; 2) peer influence on Facebook, perceived entertainment on TikTok, and perceived informativeness on Instagram influence user attitudes; 3) peer influence on Instagram, peer influence and perceived entertainment on Facebook, and peer influence and perceived informativeness on TikTok do not influence user attitudes. This study contributes to theoretical knowledge about the variables influencing user attitudes across social media platforms. This study also informs marketers in their advertising strategies, i.e., developing advertising based on social media user experiences.

Date: 2025
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