Internet users’ attitudes towards social media advertisements: The role of advertisement design and users’ motives

Abstract

This research paper aims to examine the impact of social media advertisement attributes, including informativeness, trust, and irritation, and internet users’ motivational factors; namely investigation, customization, opportunity seeking, interaction, and entertainment on individuals' attitude towards advertisements over social media sites in Jordan. A conceptual research model was proposed based on the relevant literature to be empirically tested. Data was collected using an online questionnaire survey administered to 256 participants. Hypotheses were tested using single and multiple linear regression analyses. Results show that advertisement design factors along with internet users’ motives were all significant factors affecting the attitude towards advertisements on social media sites with entertainment, interaction and informativeness had the highest impact. Based on the research findings, recommendations were reported for academicians and practitioners. Limitations and promising areas for further research were discussed.

Keywords

• advertisement attributes
• attitudes
• motives
• social media
• jordan