IEEE - Institute of Electrical and Electronics Engineers, Inc. - Will users embrace advertising in online communities? A sociological perspective

2009 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM)

Author(s): Fue Zeng ; Li Huang ; Hua Zhang ; Wenyu Dou ; Hairu Yang
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 December 2009
Conference Location: Hong Kong, China, China
Conference Date: 8 December 2009
Page(s): 890 - 894
ISBN (CD): 978-1-4244-4870-8
ISBN (Paper): 978-1-4244-4869-2
DOI: 10.1109/IEEM.2009.5372885
Regular:

Drawing on sociology and advertising literature, we investigate the impact of group bonding and group norms on community users' group intentions to embrace advertising in online social... View More

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