Consumers’ responses to Facebook advertising across PCs and mobile phones: A model for assessing the drivers of approach and avoidance of Facebook ads

Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell

Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
Lancelot Miltgen,, Cases, and Russell

MANAGEMENT SLANT

  • Social networks must consider their users as social-exchange partners.
  • Users, especially mobile users, must be active in the control and diffusion of advertising.
  • Advertisements must capitalize on the mobility functionality of mobile devices.
  • On PCs, advertising sharing should be encouraged, because social value is a key factor in this environment.
  • Given the central role of trust in the platform, social networks...

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