From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising
研究消费者在线动机（社交连接 vs 内容消费）如何通过感知广告娱乐性和信息性影响点击，进而影响购买和口碑意向，基于613名用户调查数据验证模型。
Marketers increasingly use social media advertising to promote their products and services. In particular, display ads have a prominent presence accompanying various social media feeds. This study aims to develop an understanding of how consumer online motivations (connection vs. consumption) lead to ad clicks on social media, which in turn affect behavioral intentions. A research model is developed to delineate two processes: First, the effects of motivations on ad clicks via perceived entertainment and informativeness values of ads, in which the mediating role of perceived congruity between ad and media content is proposed, too; second, the effect of ad clicks on behavioral intentions to purchase and spread positive word of mouth. The model was tested and confirmed with the online survey data of 613 social media users. Practical and theoretical implications are discussed.