Social Media Ads
Many social media sites display multiple advertisements such as banner ads, behavior ads (ads that target people on the basis of their Web-browsing behavior), and demographic-based ads (ads that target people on the basis of a specifc factor such as age, gender, education, marital status, etc) that infuence not only the buying tendencies of preadolescents and adolescents but also their views of what is normal.
All three regions viz. Australia and New Zealand, Asia and Rest of the World show high levels of switching news consumption to traditional news mediums than continuing news consumption on SBNs.
The choice between online and traditional news media is also mediated by a person’s level of comfort with technology (Althaus ; Tewksbury, 2000) as well as ease of use of the technology (Venkatesh, et al., 2003).
Therefore, for this group, the opportunity costs associated with adopting and using SBNs (e.g. accessing the network, navigation skills, and computer skills) is relatively high causing them to potentially devalue the controls and advantages that SBNs provide. On the other hand, this group also exercise a degree of media selectivity (Yuan, 2011) based on their beliefs about various media attributes such as convenience or personal preferences (Ahlers, 2006; Althaus ; Tewksbury, 2000) for consuming news by combining different news media’s (e.g. SBNs, television) (Yuan, 2011).
Past studies researching news consumption through traditional news media show that individuals with a high need for information increasingly choose information-rich media (Althaus & Tewksbury, 2000; Dutta-Bergman, 2004). Thus, the relative advantage of SBNs evidenced through the immediacy and timeliness of news (media attributes) and users providing a variety of content in SBNs are highly appealing factors for these information seekers in continuing their news consumption on SBNs. Besides, SBNs also expose individuals in this group to news that they otherwise might not get from traditional news media (Pew Research Center, 2013). Thus, for instance, they are more likely to follow celebrities on Twitter or Facebook (viz. user influence), which