| The predicted growth of advertising in online social networks and the cluttered online advertising environment dictates that the advertising industry be concerned about how online social network members view online advertising formats. The question this research seeks to answer is what are the attitudes of online social network members toward online advertising formats in their online social networks? The findings indicate that the leader board, blogs, video, brand page, and brand channel formats are perceived to have the most positive attributes. Pop-ups, expandable and floating ads were perceived to have the most negative attributes. The findings also introduce a new attribute that influences attitude, placement. The research presents several implications for advertisers and identifies areas for future research.;Keywords: Online social networks, Internet advertising, means-end chain analysis, online advertising formats, attitude toward advertising. |
