Teens' responses to Facebook newsfeed advertising: The effects of cognitive appraisal and social influence on privacy concerns and coping strategies
Seounmi Youn, Wonsun Shin
TELEMATICS AND INFORMATICS | ELSEVIER SCIENCE BV | Published : 2019
This study examines how cognitive (benefit-risk appraisal) and social factors (parent and peer communication) are associated with teenagers’ privacy concerns as well as individual and social coping strategies in dealing with Facebook newsfeed advertising. A survey conducted with U.S. teen Facebook users demonstrates that benefit appraisal (ad value and relevance) induces greater ad engagement, while risk perceptions (goal impediment, ad intrusiveness, and sponsorship deceptiveness) result in reactive coping strategies such as privacy concerns, ad avoidance, and regulatory control. Parental mediation has a positive impact on teens’ privacy concerns and ad avoidance, whereas peer communication..View full abstract
This work was supported by Emerson College Faculty Development Fund and The University of Melbourne Faculty Research Grant.