Research studies have not been able to keep pace with the growing popularity of social media platforms and their recognition as potential advertising mediums. Most of the studies about advertising on social networks have focused on all forms of advertising, both “pushed” to consumers or “pulled” by consumers with-out differentiating between the two. Little is known specifically about pushed display ads on social networking sites. This has also been confirmed by who also states that display advertising on social media has not received enough research attention. Further, display advertising has been studied from different perspectives, from the point of view of their effectiveness but also by looking at how consumers accept them. However, these studies have been constructed in connection with traditional Web sites and not specifically for a social networking site.