Users on Social Network Sites—Flight from Reality and Its Effects on Acceptance of Social Network Advertising: A Gratification Perspective

Abstract

Social network sites (SNSs) have emerged as a common place for social interactivity and communication in cyberspace. They have rapidly grown in fame and user acceptance globally. The business model of many of these SNS firms is based on advertising. Therefore, it is crucial that users accept social network advertising (SNA). Literature shows that users accept the advertising which is congruent with their motivations for using media. Many people participate in SNSs to forget the problems and worries of everyday life. Yet, empirical evidence is lacking which shows the effects of social escapism motivation on user acceptance of SNA. Grounded on the uses and gratifications theory, the present study proposes and tests a model which shows the effects of social escapism motivation on user attitudes toward SNA as well as on their SNS banner ad-clicking behaviour.