Open AccessOngoing Information Search Motivation: An Influencer of Users’ Approval of Facebook Banner Adverts
Author(s) -
Imran Anwar,
Kamal Haider,
Shahid Iqbal
Publication year - 2021
Publication title -
journal of marketing strategies
Language(s) - English
Resource type - Journals
eISSN - 2788-6778
pISSN - 2710-5288
DOI - 10.52633/jms.v3i3.119
Subject(s) - banner , influencer marketing , advertising , social media , construct (python library) , online advertising , psychology , business , internet privacy , cyberpsychology , test (biology) , world wide web , computer science , the internet , marketing , relationship marketing , paleontology , archaeology , biology , programming language , history , marketing management
Facebook is a leading social network site worldwide and Facebook users use this social medium for several interactional reasons like to socialize or access and share informative content with others. Several users participate in Facebook to fulfil their ongoing information needs. The current research investigates the ongoing information search motivation (OISM) as an influencer of users’ approval of Facebook banner advertising. To investigate the study phenomenon, primary data was collected through online survey questionnaires from 230 Facebook users in Pakistan. Structural Equation Modeling was conducted to examine the construct validity and to test the model and hypotheses. The results showed OISM as an important influencer of users’ attitude towards Facebook banner advertising. Moreover, the analysis also revealed that the Facebook banner ad informativeness mediated the relationship between users’ OISM and their attitudes toward Facebook banner advertising. Additionally, attitude towards Facebook banner advertising was also found to be influencing the users’ Facebook banner ad-click behavior. These findings can be beneficial to social media marketers and marketing managers to organize user-relevant Facebook banner ad content. The study findings can specifically be implied to social media customers in Pakistan.