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Communications

The European Journal of Communication Research

Ed. by Averbeck-Lietz, Stefanie / d'Haenens, Leen

4 Issues per year


IMPACT FACTOR 2016: 0.933
5-year IMPACT FACTOR: 0.980

CiteScore 2016: 1.17

SCImago Journal Rank (SJR) 2016: 0.626
Source Normalized Impact per Paper (SNIP) 2016: 1.100

Online
ISSN
1613-4087
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Volume 40, Issue 3 (Sep 2015)

Issues

Advertising in social network sites – Investigating the social influence of user-generated content on online advertising effects

Johannes Knoll / Holger Schramm
Published Online: 2015-09-02 | DOI: https://doi.org/10.1515/commun-2015-0011

Abstract

In today’s social online world there is a variety of interaction and participatory possibilities which enable web users to actively produce content themselves. This user-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information. The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that web users sharing an interpersonal relationship (interpersonal influence) and/or a group membership (collective influence) with authors of user-generated content which appears next to advertising on the web page are more strongly influenced in their response to the advertising than unrelated users. These assumptions were tested in a 2 × 2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal connection to the source (existent/non-existent) and collective connection to the source (existent/non-existent). The results show a significant impact in the case of collective influence, but not in the case of interpersonal influence. The underlying mechanisms of this effect and implications of the results for online advertising are discussed.

Keywords: online advertising; social network sites; social influence; user-generated content; advertising effects

About the article

Published Online: 2015-09-02

Published in Print: 2015-09-01


Citation Information: Communications, ISSN (Online) 1613-4087, ISSN (Print) 0341-2059, DOI: https://doi.org/10.1515/commun-2015-0011.

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©2015 Walter de Gruyter GmbH, Berlin Boston. Copyright Clearance Center

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