Will users embrace advertising in online communities? A sociological perspective

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Title of host publicationIEEM 2009 - IEEE International Conference on Industrial Engineering and Engineering Management
Pages890-894
Publication statusPublished - 2009

Conference

TitleIEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2009
PlaceChina
CityHong Kong
Period8 - 11 December 2009

Abstract

Drawing on sociology and advertising literature, we investigate the impact of group bonding and group norms on community users' group intentions to embrace advertising in online social communities. By outlining how group intention influence community members' perceptions, this study delineates possible mechanisms by which community members may respond positively to community advertising. An empirical study was conducted with Chinese internet users to test the model. The marketing implication for advertising in online social community follows that community sites in pursuit of advertising revenue should strive to create cohesive bonds and efficient group norms among members. ©2009 IEEE.

Research Area(s)

  • Advertising, Online community, Sociological perspective

Citation Format(s)

Will users embrace advertising in online communities? A sociological perspective. / Zeng, Fue; Huang, Li; Zhang, Hua; Dou, Wenyu; Yang, Hairu.

IEEM 2009 - IEEE International Conference on Industrial Engineering and Engineering Management. 2009. p. 890-894 5372885.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review