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| Social Influential Factors for Response of Networking Community
Members to Its Advertisement: An Empirical Study |
| ZENG Fu’e,DAI Tingting,ZHU Niya |
| Wuhan University, Wuhan, China |
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Abstract With the advent of popular online social networking communities, more and more people focus on creating commercial value by using social networking communities. Yet these social networking communities must balance the tradeoff between advertising revenue and user experience. Based on group dynamics theory and social identity theory, this study investigates the impact factors of social bonding, group benefit norms, social identity and group intention on members’ responses towards advertising in social networking communities. By clarifying the key factors and their logic path affecting members’ responses to advertising, this study delineates possible mechanisms by exploring which community members may respond positively to community advertising. It tests the proposed theoretical framework and hypothesis on a sample of 327 popular online community users in China. Meanwhile, implications for the prospect of advertising in online social networking communities are discussed as well.
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Received: 20 May 2012
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2013, Vol. 10 
