Zeng, Fue, et al. "How social communications influence advertising perception and response in online communities?." Frontiers in psychology 8 (2017): 1349.

This study investigates the impact of social communications within online communities on users' perceptions and reactions to social media advertising. By developing a conceptual model grounded in Social Bond Theory (SBT), the research incorporates nine constructs and ten hypotheses derived from existing literature on social media advertising. The findings demonstrate that social communications can significantly influence users' behaviors to align with the norms of an online social community, thereby enhancing their receptivity and responses to social media ads. The study identifies users' group intention as a critical intermediary factor. The research suggests that fostering social interactions within online communities can strengthen the social bonds among users and the community, facilitating smoother interpersonal communication. Online community managers are encouraged to focus on understanding and leveraging users' group intentions to boost acceptance of and engagement with advertising content.