Will users embrace advertising in online communities? A sociological perspective

Drawing on sociology and advertising literature, we investigate the impact of group bonding and group norms on community users´ group intentions to embrace advertising in online social communities. By outlining how group intention influence community members´ perceptions, this study delineates possible mechanisms by which community members may respond positively to community advertising. An empirical study was conducted with Chinese internet users to test the model. The marketing implication for advertising in online social community follows that community sites in pursuit of advertising revenue should strive to create cohesive bonds and efficient group norms among members.