Ongoing Information Search Motivation:  An Influencer of Users’ Approval of  Facebook Banner Adverts

Imran Anwar; Kamal Haider; Shahid Iqbal

doi:10.52633/jms.v3i3.119

Authors

Imran Anwar Federal Urdu University of Arts, Science and Technology, Islamabad. Pakistan Author
Kamal Haider Federal Urdu University of Arts, Science and Technology, Karachi, Pakistan Author
Shahid Iqbal Federal Urdu University of Arts, Science and Technology, Karachi, Pakistan Author

DOI:

https://doi.org/10.52633/jms.v3i3.119

Keywords:

Facebook, Ongoing Information Search Motivation (OISM), Informativeness, Customer Attitude, Banner Advertising, Ad-Click

Abstract

Facebook is a leading social network site worldwide and Facebook users use this social medium for several interactional reasons like to socialize or access and share informative content with others. Several users participate in Facebook to fulfil their ongoing information needs. The current research investigates the ongoing information search motivation (OISM) as an influencer of users’ approval of Facebook banner advertising. To investigate the study phenomenon, primary data was collected through online survey questionnaires from 230 Facebook users in Pakistan. Structural Equation Modeling was conducted to examine the construct validity and to test the model and hypotheses. The results showed OISM as an important influencer of users’ attitude towards Facebook banner advertising. Moreover, the analysis also revealed that the Facebook banner ad informativeness mediated the relationship between users’ OISM and their attitudes toward Facebook banner advertising. Additionally, attitude towards Facebook banner advertising was also found to be influencing the users’ Facebook banner ad-click behavior. These findings can be beneficial to social media marketers and marketing managers to organize user-relevant Facebook banner ad content. The study findings can specifically be implied to social media customers in Pakistan.

Author Biographies

Imran Anwar, Federal Urdu University of Arts, Science and Technology, Islamabad. Pakistan

Assistant Professor, Department of Business Administration, Federal Urdu University of Arts, Science and Technology, Islamabad, Pakistan
Kamal Haider, Federal Urdu University of Arts, Science and Technology, Karachi, Pakistan

Assistant Professor, Department of Education, Abdul Haq Campus, Federal Urdu University of Arts, Science & Technology, Karachi
Shahid Iqbal, Federal Urdu University of Arts, Science and Technology, Karachi, Pakistan

Assistant Professor, Department of Psychology, Abdul Haq Campus, Federal Urdu University of Arts, Science & Technology, Karachi, Pakistan

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