Are You Willing to Pay for Not Seeing Advertisements on Social Media?

A Study on Facebook


  • Gokhan Aydin



Social Media, Advertising, Facebook, Social Media Marketing, Digital Advertising


Social media sites are becoming more popular throughout the world. These sites are adopting advertisement supported business models to generate revenues and become profitable. Advertisement supported models are the preferred choice for these site with regards to the belief that users are not willing to pay money to use these ever free sites. In this study this belief was questioned and Facebook, the most popular of social media sites was chosen as the setting of the study. The attitudes towards social media advertisements and their antecedents were measured and their potential effects on users’ willingness to pay for not seeing ads were tested. A questionnaire was developed using well-cited and tested scales from the relevant literature and it was implemented over Internet to Facebook users. 281 out of 327 collected questionnaires were used in the analysis following a screening process. The analysis was carried out using structural equation modelling. The findings indicate that attitudes and its antecedents affect th intentions to pay for not seeing ads negatively.


Download data is not yet available.


Akkaya, D. T. (2013). Sosyal Medya Reklamlarında Tüketici Algılarının Tutum, Davranış ve Satın Alma Niyeti Üzerinde Etkisi. Trakya Üniversitesi.

Altuğ, N. ve Yörük, P. (2013). 2000-2011 Yillari Arasinda Tuketicilerin Mobil Reklamlara olan Tutumlarinin Arastirilmasi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 15(1), 11–28.

Awad, N. F. ve Krishnan, M. S. (2006). The Personalization Privacy Paradox: an Empirical Evaluation of Information Transparency and the Willingness To Be Profiled Online for Personalization. Personalization Privacy Paradox.MIS Quarterly, 30(1), 13–28. doi:10.2307/25148715

BI Intelligence. (2016). Publishers’ organic reach on Facebook has tanked. Business Insider. 27 Şubat 2017 tarihinde tanked-2016-8 adresinden erişildi.

Bleier, A. ve Eisenbeiss, M. (2015). The Importance of Trust for Personalized Online Advertising. Journal of Retailing, 91(3), 390–409. doi:10.1016/j.jretai.2015.04.001

Bollen, K. A. (1989). Structural Equations with Latent Variables. New York, USA: John Wiley & Sons, Inc.

Carmines, E. G. ve Zeller, R. A. (1979). Reliability and Validity Assessment. Sage University Papers Series. Beverly Hills, California: Sage Publications.

Chen, P. ve Hsieh, H. (2012). Technological Forecasting & Social Change Personalized mobile advertising: Its key attributes, trends, and social impact. Technological Forecasting & Social Change, 79(3), 543–557. doi:10.1016/j.techfore.2011.08.011

Choi, Y. K., Hwang, J. ve McMillan, S. J. (2008). Gearing up for mobile advertising: A cross‐cultural examination of key factors that drive mobile messages home to consumers. Psychology and Marketing, 25(8), 756–768. doi:10.1002/mar.20237

Dao, W. V. T., Le, A. N. H., Cheng, J. M. S. ve Chen, D. C. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 37– 41. doi:10.2501/IJA-33-2-271-294

DeZoysa, S. (2002). Mobile advertising needs to get personal. Telecommunications International, 36(2), 8.

Ducoffe, R. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18.Ducoffe, R. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.

Feng, X., Fu, S. ve Qin, J. (2016). Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations. Computers in Human Behavior, 63, 334– 341. doi:10.1016/j.chb.2016.05.024

Ferle, C. ve Lee, W. (2003). Attitudes toward advertising: A comparative study of consumers in China, Taiwan, South Korea and the United States. Journal of International Consumer Marketing, 15(2), 5–24.

Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.

Gemius. (2014). Digital Maps Turkey Russia. 10 Ekim 2015 tarihinde adresinden erişildi.

Hair, J. F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (1st bs.). Thousand Oaks: Sage Publications, Inc.

Kim, Y. J. ve Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256–269. doi:10.1016/j.chb.2014.01.015

Liu, C.-L. “Eunice”, Sinkovics, R. R., Pezderka, N. ve Haghirian, P. (2012). Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32. doi:10.1016/j.intmar.2011.07.002

MacKenzie, S. B. ve Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(April), 48–65.

McQuail, D. (1983). Mass Communication Theory: An Introduction. London: Sage Publication.

Milne, G. ve Gordon, M. E. (1993). Direct Mail Privacy - Efficiency Trade - Offs within an Implied Social Contract Framework. Journal of Public Policy & Marketing, 12(2), 206–216.

Mittal, B. (1994). Public Assessment of TV Advertising: Faint Praise and Harsh Critism. Journal of Advertising Research, 34(1), 35–53..

Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill series in psychology (2nd bs.). New York: McGraw-Hill.

Okazaki, S. (2004). How do Japanese consumers perceive wireless ads? A multivariate analysis. International Journal of Advertising, 23(4), 429–454.

Ringle, C. M., Wende, S. ve Will, A. (2005). SmartPLS 2.0 (M3). Hamburg. adresinden erişildi.

Strauss, J. ve Frost, R. (2013). E-Marketing: Pearson New International Edition (6. bs.). Essex, UK: Pearson Education Limited.

Tsang, M., Ho, S. ve Liang, T. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65–78.

Ünal, S., Ercis, A. ve Keser, E. (2011). Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults. Procedia - Social and Behavioral Sciences, 24, 361–377. doi:10.1016/j.sbspro.2011.09.067

Wang, Y. ve Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review, 19(4), 333–344. doi:10.1016/j.ibusrev .2010.01.004Westland, J. C. (2010). Lower bounds on sample size in structural equation modeling. Electronic Commerce Research and Applications, 9(6), 476–487. doi:

Wolin, L. D., Korgaonkar, P. ve Lund, D. (2002). Beliefs, attitudes and behaviour towards Web advertising. International Journal of Advertising, 21(1), 87–113. doi:10.1080/02650487.2002.11104918

Xu, D. J. (2006). The Influence of Personalization in Affecting Consumer Attitudes Toward Mobile Advertising in China. Journal of Computer Information Systems, 47(2), 9–19.

Xu, D. J., Liao, S. S. ve Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision Support Systems, 44(3), 710–724. doi:10.1016/j.dss.2007.10.002

Youtube. (2017). Youtube Red: New shows. New features. A new way to experience YouTube. 1 Şubat 2017 tarihinde adresinden erişildi.

Zenith. (2016). Social media ads to hit US$50bn in 2019, catching up with newspapers. Advertising Expenditure Forecasts. 27 Şubat 2017 tarihinde hit-us50bn-2019-catching-newspapers/ adresinden erişildi.




How to Cite

Aydin, G. (2017). Are You Willing to Pay for Not Seeing Advertisements on Social Media? A Study on Facebook. International Journal of Research in Business and Social Science (2147- 4478), 6(2), 1–12.