Research On The Factors Influencing Social Networking Sites Users’ Favor Of Social Ads

Social Networking Sites (SNS), based on " Six Degrees of Separation", are virtual communities with the purposes of maintaining and developing interpersonal relationships. Social Ads is an new form of publicity mode, aims to put advertisements into user’s content. Thus, users can not only see and click on these advertisements, but comment, share and spread, give full play to the power of the reputation. SNS provides a platform of individual users of social contact, more important, this kind of interaction that based on true relationships is a profound impact on the marks of the business.In this paper, with the real-name system in registered SNS (such as renren.com, kaixinool.com, etc) as the research platform, based on the "Uses and Gratification Theory", the author tries to study the effect factors of the advertising preferences. Perceived informativeness, perceived entertainment, self-brand congruity, peer influence, perceived invasiveness and privacy concern is a former independent variable; SNS user’s likeability is the result variable. And also, this study draw attention on the gender influence of the above six antecedent and its regulatory role.The empirical results show that perceived informativeness plays a key factors on user’s likeability. Perceived entertainment, self-brand congruity and peer influence are important influence factors; Perceived invasiveness will make SNS users feeling negative attitude toward social ads; Privacy concern for SNS users is of no significant effect. Research conclusion also shows that, compared with the female users, informative information, entertaining and peer influence play an important part of male users; Compared with male users, brand consistency and perception of aggressive play an more important part of women users. Thus, according to demographic characteristics and web site use, we should provide them with personalized advertising content and online and offline activities so that the precise positioning can accurately meet user requirements.This study not only enriches the uses and gratifications theory in the context of Internet, but also broads the use and gratification theory in the scope of social media, providing practical guidance and advice of the enterprise and the social ads on SNS’s own development.The lack of embodied are in the following three aspects:1) Most respondents are college students and graduate students, and also most of "renren.com" users, so the scope of this paper is limited.2) This paper, combined with the characteristics of advertising, focus mainly on social ads. This paper only discussed consistency and peer influence two factors that affects SNS users’ Likeability, other influence factors of social ads communication is yet to be further exploration3) Liking phychological research, individual psychological situation and attitude are highly related to population statistic characteristics. Because of the limited human resource, material and financial resources, this paper is just as regulation variables into the gender research, other social and psychological factors are still to be further exploration.