Consumer's attitude towards social network advertising: an exploratory study

Social networks, such as Facebook and Friendster have witnessed a rapid growth in their membership. Understanding perception towards social network advertising is an important area of research for academics and marketers alike, providing improved media efficiency and it can provide direction to advertisers and understanding for consumers. However, many of these new tactics, such as advertising within a social network, have not been empirically examined. This study explores user's attitude towards advertising on their social network sites. The research finding shows that respondents have higher preference towards corporate page ads than banner ads. Of all the 177 respondents, 35.5% have clicked at least one banner advertisement and 39% of the respondents follow or fan of at least one brand in their social network site. 84% of the respondents mentioned that Facebook is their most preferred social network site which was followed by Blogger, Youtube and Twitter