Social Network Advertising: The Moderating Role of Processing Fluency, Need for Cognition, Expertise, and Gender

In this study, we contribute to the social network advertising literature by examining the impact of individual differences (e.g. need for cognition, processing fluency, expertise, and gender) on the attitudes toward social network advertising. In addition, we examine the interrelationships between the attitudes toward social network advertising and consumers’ intention to engage in eWOM and intention to purchase. Our proposed model is an...