Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective
Cherniece J. Plume and
Emma L. Slade ()
Additional contact information
Cherniece J. Plume: Swansea University Bay Campus
Emma L. Slade: University of Bristol
Information Systems Frontiers, 2018, vol. 20, issue 3, No 5, 483 pages
Abstract Organisations are increasingly utilising social media to advertise to, and interact with, consumers. Sponsored advertisements embedded into targeted users’ social media feeds appear less invasive than standalone advertisements but, unlike organic postings, incur financial cost. Given that friends’ posts attract most attention, this research employs Uses and Gratifications theory to determine salient motivations for users’ intentions to share sponsored advertisements, framed in the tourism context. Survey data was collected (n = 487) and analysis revealed altruism, entertainment, socialising, and information seeking to be significant positive drivers of intention to share tourism-related sponsored advertisements on Facebook. Notably, information sharing was found to have a negative effect, while self-expression had no significant effect. In addition, the motivations were not found to significantly differ between males and females. This study contributes to theoretical understanding of users’ intentions to share sponsored advertisements within the social media environment and provides practical recommendations to help tourism marketers maximise reach.
Keywords: Social media; Sponsored advertisements; Sharing; Uses and gratifications; Gender differences (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1007/s10796-017-9821-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:spr:infosf:v:20:y:2018:i:3:d:10.1007_s10796-017-9821-8
Ordering information: This journal article can be ordered from
Access Statistics for this article
Information Systems Frontiers is currently edited by Ram Ramesh and Raghav Rao
More articles in Information Systems Frontiers from Springer
Bibliographic data for series maintained by Sonal Shukla ().