Acceptance of Product Placement in Social Networking Sites

被引：0

作者：

Sun Xixiang ^{[1
]}

Wijesundara, T. R. ^{[1
]}

机构：

[1] Wuhan Univ Technol, Sch Management, Wuhan 430070, Hubei, Peoples R China

来源：

PROCEEDINGS OF THE 14TH INTERNATIONAL CONFERENCE ON INNOVATION AND MANAGEMENT, VOLS I & II | 2017年

关键词：

Social networking sites; Product placement in social networking sites; Marketing communication; ATTITUDES;

D O I：

暂无

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

Current wave of Social Networking Sites (SNS) has become a part of peoples' daily lives around the globe. This study empirically investigates the impact of SNS usage frequency on acceptance of product placement in SNS. This research is based on primary data collected through a paper based self-administered questionnaire, administered to a sample of 222 Sri Lankan undergraduates. Findings revealed that there is a significant positive impact of SNS usage frequency on acceptance of product placement in SNS. Theoretical and practical implications of these findings and directions for future research are discussed.

引用

页码：504 / 508

页数：5

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