Advertising in mobile social networks; providing a conceptual framework on meta-synthesis method

Nowadays, mobile social networks have attracted many users worldwide. With its unique services, each mobile social network has paved the way for growing and expanding the jobs and communications among companies, experts and users in different areas. Therefore, such networks can represent a proper chance for brands to engrave their names in users’ minds. Due to novelty, no comprehensive model (which involves all influential components) is provided to accept networks in such networks. Present study is conducted to design an integrated advertisement acceptance model in mobile social networks through a meta-synthesis method. Here, relevant literature is analyzed and initial research framework is represented. Then, by using qualitative methodology tools such as open-ended questionnaires and deep interviews with experts, initial model was developed and marketing comprehensive model in mobile social networks was devised. Finally, the model was modified by organizing focus group meetings and final conceptual model for advertisement acceptance in mobile social networks was designed. Results indicate that theme, market forces, demographical factors, conceived content, consuming factors, social norms, advertisement factors, motivational and deteriorative factors all impact of advertisement acceptance in mobile social networks. In conclusion, some research and applied recommendations are provided.

Keywords:

Advertising , mobile social networks , Meta-synthesis , advertising acceptance , perceived content