The Effectiveness of Online Advertising through the Social Networking Sites

Abstract

The proliferation of social media platforms, especially the social networking sites (SNSs), has been changing customers’ online purchasing habits during the last decades. Recently, online marketers not only release advertising on SNS platforms but also promote their products and services on social media platforms. In this study we focus on e-commerce adverting in SNSs. We believe that customers are willing to adopt the advertising information published on SNSs for their purchase related decisions making because they trust those platforms and the advertising posted on them. With this research, we seek to explore the relation between customers’ trust in SNSs, customers’ trust in advertising information posted on the sites and customers’ intentions of adopting advertising information to make purchase related decisions.