In recent years, both marketer-generated advertisements (MGA) and user-generated advertisements (UGA) have become increasingly important in closed social networking sites (SNSs) such as WeChat with the rapid growth of these sites. Although the underlying costs of these two types of advertisements are different, little is known about (1) the mechanisms under which the advertisement type (MGA versus UGA) works to influence advertising effectiveness as well as (2) their differential advertising effectivenesses in this context. Drawing on stimulus-organism-response model and uses and gratifications theory, we developed a research model that theorizes their differential advertising effectivenesses in closed SNSs. To validate the research model, we plan to adopt scenario-based survey to collect data. The findings may provide fresh insights into the relationships among advertisement types, consumer perceptions and advertising effectiveness in closed SNSs.
Teng, Teng; Li, Huifang; and Zhang, Xun, "Understanding the Differential Effectivenesses of Marketer- versus User-generated Advertisements in Closed SNSs: A Uses and Gratifications Perspective" (2020). PACIS 2020 Proceedings. 105.
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