Ethical Dilemmas Associated With Social Network Advertisements

Ethical Dilemmas Associated With Social Network Advertisements

Alan D. Smith (Robert Morris University, USA) and Onyebuchi Felix Offodile (Kent State University, USA)
DOI: 10.4018/978-1-5225-7214-5.ch015
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A significant amount information can be relayed on Facebook, MySpace, and Twitter, but the question remains whether or not organizations are using this to their advantage, especially in the era of big data. The present study used a sample of working professionals that were knowledgeable in the various options of social networking to test these assumptions. The three hypotheses dealt with the interplay of online social networking, advertising effectiveness, gender and age trends, and remaining the interplay with positive comments of the use of the “like” function and its impacts on consumer behavior, as derived from the review of relevant operations literature and from applying the basic tenants of uses and gratification theory. All three specific research hypotheses were accepted in the null form.
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