Antecedents to Consumer Peer Communication through Social Advertising: A Self-Disclosure Theory Perspective. Issue 1 (2nd January 2018)

• Record Type: Journal Article
• Authors: Ardiansyah, Yusfi; Harrigan, Paul; Soutar, Geoffrey N.; Daly, Timothy M.
• Is Part Of: Journal of interactive advertising. Volume 18:Issue 1(2018)
• Page Start: 55
• Page End: 71
• Publication Date: 2018-01-02
• Subjects: Peer communication -- privacy -- disclosures -- social advertising -- social media; Advertising -- Periodicals; Internet advertising -- Periodicals; Interactive multimedia -- Periodicals; 659.144
• DOI: 10.1080/15252019.2018.1437854
• Languages: English
• ISSNs: 1525-2019

Abstract

ABSTRACT: The use of peer communication has become a primary method used by advertisers to disseminate their messages to relevant consumers on social media—with a significant return on investment. This study examines whether consumers' privacy, trust, and perceived benefits are associated with their peer communication through social advertising within the lens of self-disclosure theory. The results of a survey of 393 social network users in Indonesia demonstrate that trust is a key factor promoting peer communication through social advertising, mediating privacy concerns and perceived privacy control. Of the three types of peer-communication benefits examined, social benefits appear to be the most significant antecedent, ahead of economic benefits and entertainment benefits. These findings have theoretical and managerial implications.