2015/10/02 by Soojung Kim, Joonghwa Lee, Doyle Yoon · 1 citation
Social Sciences · Decision Sciences · #Digital Marketing and Social Media #Impact of Technology on Adolescents #Technology Adoption and User Behaviour
paper · doi:10.1080/08824096.2015.1089851
openalex publication_date 2015/10/02 · openalex created_date 2025/10/10 · openalex updated_date 2026/04/21
This study employs the theory of reasoned action and personal descriptive and injunctive norms to predict individuals’ intentions to interact with Page Like Ads on Facebook, which are a type of ad that individuals may “like,” “share,” or make a “comment” on. The survey findings from 631 respondents indicate that attitudes toward the behavior, subjective norms, and personal descriptive norms influenced behavioral intentions to interact with page Like Ads. In addition, this study found that subjective norms, personal descriptive norms, and personal injunctive norms were shaped by interpersonal influences (e.g., family). This study contributes to research on the theory of reasoned action and personal norms and provides practical implications for media practitioners, especially for advertisers and marketers.