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Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

Cherniece J. Plume and Emma L. Slade ()
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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: 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)
Date: 2018
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