According to an industry-sponsored study, only 22 percent of consumers had a positive attitude toward social media advertising and eight percent of consumers that were studied had abandoned a social networking site because of what they perceived as excessive advertising. These concerns suggest a delicate balancing act for social-networking advertising. On one hand, advertising provides revenue that enables the sites to survive, on the other hand, overt and/or excessive commercialization in the form of advertising can diminish the appeal of social networking sites . Consumer acceptance in the form of positive attitudes toward social networking advertising is thus the key to successfully integrating advertising into social networking sites.