The present research suggests that social cues can reduce the intrusiveness of advertising on social media. This effect occurs because social cues can meet people's expectation of social information when using social media. The intrusiveness is mainly because ads are interpreted as commercial messages which interrupt people's searching for social information. We summary from previous studies that there are two types of social cues: social endorsements and anthropomorphism. Both the two kinds of social cues can increase the social attributes of advertising and then educe the intrusiveness. Meanwhile, according to social exclusion theories, we propose that when individuals in the state of social exclusion, they will be more sensitive to the cues which indicate further social interactions. As a research-in-progress research, the logical support and hypotheses are presented. The data collection and analysis will follow in the near future.
Huo, Honghong; Liu, Zilong; Min, Qingfei; and Liu, Shiyao, "Social Cues in SNS Advertising" (2018). PACIS 2018 Proceedings. 118.