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ISSN : 1229-8778
The growing popularity and use of social networking sites (SNSs) have prompted a great deal of research on consumer acceptance of advertising as a crucial factor for advertisers and marketers seeking to deliver relevant advertising content to consumers with minimal disruption. Native advertising is a type of online advertising that is designed to integrate advertising content within the platform on which it appears. By surveying 399 Facebook users, this study examines antecedents of consumer intention to share native advertising and brand information on SNSs, based on the consumer socialization framework. Our findings reveal that positive brand-related peer communication, social media dependency, Facebook usage frequency, and attitude toward social media advertising in general are significant predictors of consumer’s intentions to share native advertising and recommend the brand on SNSs.
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