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Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective Cover

Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

Zagreb International Review of Economics and Business
Volume 20 (2017): Issue 1 (May 2017)
By: Imran Anwar Mir  
Open Access
|Jun 2017

Authors

Imran Anwar Mir

Department of Business Administration, Federal Urdu University of Arts, Science and Technology, Islamabad, Pakistan
DOI: https://doi.org/10.1515/zireb-2017-0006 | Journal eISSN: 1849-1162 | Journal ISSN: 1331-5609
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Language: English
Page range: 19 - 47
Published on: Jun 9, 2017
Published by: University of Zagreb, Faculty of Economics & Business
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Social network sites (SNSs),
entertainment motivation,
social network advertising (SNA),
frequency,
duration,
attitude,
ad-click behavior
Related subjects:
Business and economics,
Political economics,
Macroeconomics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance

© 2017 Imran Anwar Mir, published by University of Zagreb, Faculty of Economics & Business
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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