Keywords
online social networks
advertising in online social networks
social influence
academic institution
How to Cite
Abstract
This paper examines the perceived enjoyment of college students toward ads in online social networks. A questionnaire was administered to a sample of 147 students from a higher education institution in Puerto Rico. The research ex-amined the social influence variables and the advertising-related variables in online social networks. Findings indicate that perceived enjoyment of college students positively affects the group norms, group intention, perceived ad relevance and response to social networks ads. In this way, the ads can be directed to consumers according to their interests, values, and beliefs within the virtual community, thus maximizing the use of social networks as a digital marketing tool.References
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