Viral Advertising in Social Media : Participation in Facebook Groups and Responses among College-aged Users

@inproceedings{ShuChuan2011ViralAI,
  title={Viral Advertising in Social Media : Participation in Facebook Groups and Responses among College-aged Users},
  author={Shu-Chuan},
  year={2011}
}
  • Shu-Chuan
  • Published 2011
This study examines the potential link of Facebook group participation with viral advertising responses. The results suggest that college-aged Facebook group members engage in higher levels of self-disclosure and maintain more favorable attitudes toward social media and advertising in general than do nongroup members. However, Facebook group participation does not exert an influence on users' viral advertising pass-on behaviors. The results also identify variations in predictors of passon… CONTINUE READING
Highly Cited
This paper has 38 citations. REVIEW CITATIONS

From This Paper

Figures, tables, and topics from this paper.
25 Citations
37 References
Similar Papers

Citations

Publications citing this paper.
Showing 1-10 of 25 extracted citations

References

Publications referenced by this paper.
Showing 1-10 of 37 references

Statistics

  • Facebook
  • http://www.facebook.com/ press/info.php…
  • 2011
Highly Influential
6 Excerpts

Why Pass On Viral Messages

  • Dobele, Angela, Adam Lindgreen, Michael Beverland, Joelle Vanhamme, Robert van Wijk
  • Because They Connect Emotionally," Business…
  • 2007
Highly Influential
7 Excerpts

The Influence of Consumer Self-Disclosure on Web Sites on Advertising Response,

  • Im, Seunghee, Doo-Hee Lee, Charles R. Taylor, Catherine D'Orazio
  • Journal of Interactive Advertising,
  • 2008
Highly Influential
3 Excerpts

Facebook Groups Vs Pages: The Definitive Guide," http://www.allfacebook.com/facebookgroups-pages-2010-02

  • O'Neill, Nick
  • (accessed August
  • 2010

Facebook Tips: What's the Difference between a Facebook Page and Group?" http://www.facebook.com/blog.php?post=324706977130

  • Pineda, Nick
  • (accessed August
  • 2010

Gender Differences in Privacy-Related Measures for Young Adult Facebook Users,

  • Hoy, Mariea Grubbs, George Milne
  • Journal of Interactive Advertising,
  • 2010

Nielsen: Facebook's Ads Work Pretty Well

  • Neff, Jack
  • When Social Ads Collide with Stated Interests,
  • 2010

Social Media & Mobile Internet Use among Teens and Young Adults," http://pewresearch.org/pubs/1484/socialmedia-mobile-internet-use-teens-millennials-fewer-blog

  • Kristen Purcell, Aaron Smith, Kathryn
  • Zickuhr
  • 2010

The Impact of Comedic Violence on Viral Advertising Effectiveness,

  • Brown, R Mark, Roop K. Bhadury, Nigel K. LI. Pope
  • Journal of Advertising,
  • 2010

Towards a Classification System of Relational Activity in Consumer Electronic Communities: The Moderators' Tale,

  • Hair, Neil, Moira Clark, Melanie Shapiro
  • Journal of Relationship Marketing,
  • 2010

Similar Papers

Loading similar papers…