My friend likes this brand: Do ads with social context attract more attention on social networking sites?

作者：

Highlights：

• Some SNS native ads include the social context cue of friend referrals.

• Native ads without (vs. with) friend referrals attract more attention.

• Users with high privacy concerns avoid ads with friend referrals.

• Users with low privacy concerns quickly discover ads with friend referrals.

摘要

•Some SNS native ads include the social context cue of friend referrals.•Native ads without (vs. with) friend referrals attract more attention.•Users with high privacy concerns avoid ads with friend referrals.•Users with low privacy concerns quickly discover ads with friend referrals.

论文关键词：Social media,Privacy concerns,Native advertising,Social context ads,Eye tracking study

论文评审过程：Received 29 June 2017, Revised 19 February 2018, Accepted 24 February 2018, Available online 26 February 2018, Version of Record 21 March 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.02.036