Subjective norms (family members and close friends) between the ages of 18 and 34 who were part of the SurveyMonkey Audience were part of this quantitative study. The study examined those more likely to share/retransmit the belief-based informational advertisement related messages of Corporate Social Responsibility (CSR), consumer health, and politics with/to college students between the ages of 18 and 24. For organizations to more efficiently and productively target college students with their informational advertisement related messages, they must gain a better understanding of the types of messages more likely to be previewed and shared/retransmitted by subjective norms. This study examined (a) the frequency in which subjective norms utilized Facebook to communicate with college students, (b) willingness of subjective norms toward previewing certain types of informational advertisement messages on Facebook, and (c) willingness of subjective norms to share/retransmit certain types of informational advertisement messages on Facebook. An online survey was administered utilizing a SurveyMonkey audience platform. A total of 173 participants volunteered to complete the online survey. The results indicated that the strength of the relational tie of a subjective norm was not significantly correlated to their willingness to share/retransmit informational advertisement messages. Gender of the subjective norm was a better predictor of who is more willing to share/retransmit certain types of informational advertisement messages with/to college students on Facebook. This study concluded with implications for practice and future research recommendations.
|School Location:||United States -- Arizona|
|Source:||DAI-A 77/10(E), Dissertation Abstracts International|
|Subjects:||Marketing, Social psychology, Mass communications|
|Keywords:||Advertising, Marketing, Multimedia communications, Social media, Social networks, Social research|
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