Social Network Advertising: The Moderating Role of Processing Fluency, Need for Cognition, Expertise, and Gender

Abstract In this study, we contribute to the social network advertising literature by examining the impact of individual differences (e.g. need for cognition, processing fluency, expertise, and gender) on the attitudes toward social network advertising. In addition, we examine the interrelationships between the attitudes toward social network advertising and consumers’ intention to engage in eWOM and intention to purchase. Our proposed model is an extension of the Technology Acceptance Model. In our model, we propose an indirect casual effect (via attitudes toward social network advertising) of perceived usefulness, perceived ease of use, incentive offering, advertisement intrusiveness, need for cognition, processing fluency, expertise and gender on intentions to engage in eWOM and on intention to purchase. Moreover, we propose a direct causal effect of attitudes toward social network advertising on intention to engage in eWOM and on intention to purchase.