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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 extension of the Technology Acceptance Model. In our model, we propose an indirect casual effect (via attitudes toward social network advertising) of perceived usefulness, perceived ease of use, incentive offering, advertisement intrusiveness, need for cognition, processing fluency, expertise and gender on intentions to engage in eWOM and on intention to purchase. Moreover, we propose a direct causal effect of attitudes toward social network advertising on intention to engage in eWOM and on intention to purchase. [ABSTRACT FROM AUTHOR]

The growth of social media has captured the attention of companies, which have responded by increasing their advertising efforts toward social media users. Previous studies have devoted considerable effort to developing social media marketing strategies, but minimal effort has focused on examining the types of messages presented on firms' social media platforms to communicate with customers. Practitioners face the challenge of identifying which types of social media message content to choose. In addressing this challenge, this article provides a comprehensive framework of social media content strategy, delivery, and impact on the consumers, including a taxonomical approach that helps firms' understanding of firm-generated content on social media platforms. [ABSTRACT FROM AUTHOR]