Structural model for the adoption of online advertising on social network in Vietnam

Social network is strongly expanding in all over the globe, it is being an indispensable part of the online world, so social network advertising is a potential market for the business propensity. Hence, researches on the adoption models of online advertising on social network are essential work. This study proposes a structural model of online advertising on social network adoption to overcome the limitations of previous study. The concepts in the model were analyzed by linear structural model. The research results illustrated that have the relationships between entertainment, irritation, credibility, and interaction-social, attitude toward online advertising, and online advertising on social network adoption.