Proposing the online advertising on social network adoption model in Vietnam

Abstract

Social network is strongly growing and is increasingly becoming an integral part of the daily life of people in all over the world; online advertising on social networks is a potential market for the business towards. With the booming development of web 2.0, online advertising is showing a remarkable transformation, Vietnam marketers are approaching the new form of online advertising on social network such as facebook, zingme, google+, linkedin, twitter, yume... The studies showed that the popularity of online advertising on social networking is essential. This study proposes a new model that is online advertising on social network adoption model in Vietnam. Research results shows that independent factors affect to attitude toward advertising and attitude toward advertising affects to online advertising on social networks; all proposed hypotheses are accepted. The model explains 72.9% of variance in the online advertising on social network adoption.