A cross-national study of the consumer responses to SNS advertising

Abstract

This study aimed to reveal the consumer responses to SNS advertising. In particularly, this study investigated the relationships among consumers’ use motives of SNS, attitudes toward SNS advertising, and behavioral intention. At the same time, this study also examined the influence of nationality on these consumer responses. A questionnaire survey was conducted for university students in Japan and Korea for analysis. As a result, it turned out that there is a positive correlation between attitude and behavioral intention. In addition, it was found that sociable motive affects both attitude and behavioral intention. Finally, comparing Japanese and Korean university students, high similarity was confirmed in consumer responses. This study provides a better theoretical and practical understanding of consumer responses to SNS advertising in international marketplaces.