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Abstract

The aim of this paper is to propose a conceptual framework addressing factors that predict users' assessment of the value of ads on social networking sites (SNSs). The basic unit of analysis is the SNSs' user. The action scene is composed of a set of components that together shape the outcomes of the model to identify these factors. The suggested framework consists of five belief factors (information value, entertainment value, credibility value, irritation value, and interactivity value), one motive factor (individuals' pre-purchase search motivation), in addition to two social factors (social influence, and national culture). The study aimed to characterize these key elements of the framework, their relationship, and interactions with the perceived value of advertisements. This paper intends to create a common understanding of the basic concepts and a shared conceptual model among scholars researching advertisements on online social networks.

Social media advertising reactance model: a theoretical review

“…Individual characteristics describe individuals' lasting and stable tendencies, such as demographics and personality traits. Six variables are identified from our article set: age (Arora and Agarwal, 2019;Belanche et al, 2019;Taylor et al, 2011;Van Der Goot et al, 2016;Youn and Kim, 2019a), gender (Belanche et al, 2019;Huhmann and Limbu, 2016;Taylor et al, 2011;Tsimonis et al, 2020), culture (Abu-Ghosh et al, 2018;Deraz, 2018;Deraz and Awuah, 2015;Mansour, 2015;Muralidharan et al, 2015;Van Der Goot et al, 2016), trait reactance, regulatory and disposition to value privacy (see Table 6).…”

“…Cognitive needs, affective needs, personal and social integrative needs and relaxation needs are considered fundamental "needs and gratification" categories (Ahmed and Raziq, 2017;Aydin, 2016Aydin, , 2018Celebi, 2015;Deraz, 2018Deraz, , 2019Gaber et al, 2019;Hassan et al, 2013;Miltgen et al, 2019;Taylor et al, 2011) Table A1. Theoretical foundations in the literature…”