ABSTRACT

Present research is an attempt to analyze the role of perceived enjoyment and social influences in response to online social networks’ advertisements (OSNs). To this end, the present research model was tested based on data gathered from 390 questionnaires distributed among business management students of Tehran North branch of Islamic Azad University and by applying structural equation modeling and LISEREL software. It was found that there is positive and significant relationship between perceived enjoyment and social influence variables including social identity, group norm, and subjective norm. Results are also indicative of positive relationship between social influence variables and group intentions toward advertising in online social networks. On the other hand, it was found that there is positive and significant relationship between social identity and perceived advertisement relevance. Besides, positive relationship between group intention toward advertising in OSNs and perceived advertising relevance, positive relationship between group intention to advertising in OSNs and perceived advertisement value, and positive relationship between perceived advertisement relevance in OSNs and perceived advertisement value were confirmed and supported. Finally, it was found that there is positive and significant relationship between perceived advertisement value and response to advertisement in OSNs, and also between perceived advertisement relevance in OSNs and response to advertisement.

            Keywords: Online Social Networks, Advertisement, Perceived Enjoyment, Social Influences