Viewing advertisements in social networks: the attitude-intention inconsistency revisited

Purpose This study provides a framework to explain the attitude–intention gap in viewing advertisements in social networks. Going beyond the literal and evaluative inconsistency issues in measuring factors with theory of planned behavior (TPB), the authors propose and test a theoretical framework with possible moderators to the relationship between the attitude and behavioral intention. Design/methodology/approach Two surveys were conducted to test the theoretical framework, one with students and the other with working people in Hanoi, Vietnam. After testing measure reliabilities and validities, hypotheses were tested with regressions using SPSS. Findings In general, the attitude was still found to have a positive relationship with the behavioral intention. However, the attitude–intention gap still exists as trust in social network was found to moderate the relationship between the attitude and intention with the working people sample while trust in brands advertised facilitate the relationship with the student sample. Interestingly, involvement was not found to moderate the relationship. Practical implications Several practical implications can be recommended. In general, the marketing strategy for managers is still to develop positive attitude by consumers toward viewing advertisements. However, personalization strategy should be taken with care in advertisement in social network. Providing consumers with perceived privacy control may help enhance the advertisement effectiveness. Finally, building trusts, on or off the social network, should be optimized to increase the users' intention to view advertisements in social network. Originality/value This research offers a new explanation for the attitude–intention inconsistency in general and for viewing advertisements in social networks in particular. Going beyond the measurement issues, the research suggests looking at the process under that the attitude can be formed and activated to impact on the intention. Moreover, mixed findings from two comparable samples provide nuanced insights for different groups of consumers. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2021-0563 .