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- W2619721915 endingPage "47" @default.
- W2619721915 startingPage "19" @default.
- W2619721915 abstract "Abstract Social media has phenomenally changed the communication landscape. Particularly social network sites have received enormous popularity and user acceptance globally. The business model of many social network sites is based on advertising. The survival of these social network sites depends on the user acceptance of advertising appearing on these websites. Users usually accept the advertising which is consistent with their motivations for using social network sites. The current study examines the underlying dimensions of entertainment motivation for using social network sites and their impact on user acceptance of social network advertising. Analysis of data from 450 university students show entertainment motivation for using social network sites a multidimensional (SNSs) construct consisting of enjoyment, social escapism, relaxation and pass time factors. Furthermore, the results exhibit that SNSs entertainment motivation partially impacts user acceptance of social network advertising." @default.
- W2619721915 created "2017-06-05" @default.
- W2619721915 creator A5042900871 @default.
- W2619721915 date "2017-05-24" @default.
- W2619721915 modified "2023-09-27" @default.
- W2619721915 title "Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective" @default.
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