... validate the proposed model and support nine out of ten hypotheses. The study supports the role of perceived enjoyment as a predictor of both social identity and group norms. Furthermore, social identity and group intention have a positive impact on perceived advertisement relevance. Finally, group...

... two of three further dimensions of social identity: affective/evaluative and cognitive dimension of social capital. Practical implications This study may assist other researchers with a new instrument to measure social capital within SNs. Originality/value A review of the literature on OSN...