Norms in Social Media: The Application of Theory of Reasoned Action and Personal Norms in Predicting Interactions With Facebook Page Like Ads

ABSTRACT

This study employs the theory of reasoned action and personal descriptive and injunctive norms to predict individuals’ intentions to interact with Page Like Ads on Facebook, which are a type of ad that individuals may “like,” “share,” or make a “comment” on. The survey findings from 631 respondents indicate that attitudes toward the behavior, subjective norms, and personal descriptive norms influenced behavioral intentions to interact with page Like Ads. In addition, this study found that subjective norms, personal descriptive norms, and personal injunctive norms were shaped by interpersonal influences (e.g., family). This study contributes to research on the theory of reasoned action and personal norms and provides practical implications for media practitioners, especially for advertisers and marketers.

Keywords:

• Facebook Page Like Ads
• Interpersonal Influences
• Personal Descriptive Norms
• Personal Injunctive Norms
• Social Norms Approach
• Theory of Reasoned Action

Notes

The appendix, which includes all measurement items used in this study, is available upon request from the corresponding author.

The CFA results are available from the corresponding author.

Additional information

Notes on contributors

Soojung Kim

Soojung Kim (PhD, University of Minnesota, Twin Cities, 2015) is an assistant professor in the Communication Program at the University of North Dakota.

Joonghwa Lee

Joonghwa Lee (PhD, University of Missouri–Columbia, 2012) is an instructor in the Communication Program at the University of North Dakota.

Doyle Yoon

Doyle Yoon (PhD, University of Missouri–Columbia, 2003) is an associate professor in the Gaylord College of Journalism and Mass Communication at the University of Oklahoma.