Antecedents to Consumer Peer Communication through Social Advertising: A Self-Disclosure Theory Perspective

ABSTRACT

The use of peer communication has become a primary method used by advertisers to disseminate their messages to relevant consumers on social media—with a significant return on investment. This study examines whether consumers' privacy, trust, and perceived benefits are associated with their peer communication through social advertising within the lens of self-disclosure theory. The results of a survey of 393 social network users in Indonesia demonstrate that trust is a key factor promoting peer communication through social advertising, mediating privacy concerns and perceived privacy control. Of the three types of peer-communication benefits examined, social benefits appear to be the most significant antecedent, ahead of economic benefits and entertainment benefits. These findings have theoretical and managerial implications.

KEYWORDS:

• Peer communication
• privacy
• disclosures
• social advertising
• social media

Additional information

Notes on contributors

Yusfi Ardiansyah

Yusfi Ardiansyah (MSc, University of Indonesia) completed his doctoral research at The University of Western Australia Business School in January 2018.

Paul Harrigan

Paul Harrigan (PhD, Ulster University) is a Senior Lecturer in Marketing at the University of Western Australia Business School.

Geoffrey N. Soutar

Geoffrey N. Soutar (PhD, Cornell University) is a Professor of Marketing and Nancy Keegan and Don Voelte Distinguished Scholar at the University of Western Australia Business School.

Timothy M. Daly

Timothy M. Daly (PhD, University of Western Australia) is an Associate Professor of Marketing in the College of Business at Zayed University.