Abstract
Current social networking sites (SNSs) use a top-down or controlled system that does not allow users to choose the brand advertisements that appear on their personal pages. This mode of advertising is likely to be the chief contributor to low advertising effectiveness, low consumer–brand interaction, and low consumer engagement. Drawing on self-determination theory, this research investigates the role of consumer autonomy in branding on SNSs, specifically the influence of an autonomy-supportive platform on SNS satisfaction, advertisement evaluation and consumer attitude toward the brand advertised on the SNS. Two studies test the hypotheses regarding the main effect of the autonomy-supportive approach on the dependent variables, the mediation effects of three motives (perceived SNS autonomy, competence and relatedness), and the moderating effect of autonomy personality. The findings suggest that an autonomy-supportive platform meets consumers’ intrinsic needs for self-determination, leading to satisfaction with the SNS, improved advertisement evaluation and more positive attitudes toward the advertised brand. The results also confirm the mediation effects of the three motives and the moderating effect of consumer autonomy personality. Theoretical and managerial implications are discussed.
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