DETERMINANTS OF USERS ATTITUDES AND BEHAVIOUR TOWARD ONLINE SOCIAL NETWORK ADVERTISING (A CASE OF PRIVATE UNIVERSITY STUDENTS IN ADDIS ABABA)

Abstract

Social network sites (SNSs) have rapidly grown in popularity and user acceptance globally since last few years. They have become the main place for social interaction, discussion and communication. Today, many businesses advertise their products on social network sites. The current study aims to assess the effects of social network sites on Ethiopian university students beliefs and concerns of social network advertising (SNA) on their attitudes toward social network advertising and social network sites banner ad-clicking behavior. Data was collected from a sample of 337 university students of Five private universities in Addis Ababa Ethiopia. Results show the beliefs of social network advertising as informative and entertaining have positive effects on user attitudes toward social network advertising and their ad-clicking behavior. Similarly, user concern of social network advertising as irritating has a positive effects on both their attitudes toward social network advertising and ad-clicking behavior. Good for economy is an important socioeconomic belief which affects user attitudes toward social network advertising positively. Further irritation and intrusively were found to be positively impacting ad clicking behavior of Ethiopian higher institution students. The overall results indicate that useful and interesting aspects of social network advertising in Ethiopian perspective were indicated to make social network sites banner ads effective.