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The rule of reciprocity states that hoi polloi are to a greater extent in all probability to break back up to others when they receive accepted something from them. Furthermore, subject matter ads a great deal utilise the rationale of reciprocality to act upon consumer demeanour. By offering discounts, spare samples, or early incentives in subject matter ads, advertisers toilet make a signified of indebtedness and encourage consumers to reciprocate by making a purchase.

The participants were selected based on their alive use of social media platforms such as Facebook, Instagram, and Chitter. We monitored their online behavior, interactions with mixer ads, and subsequent leverage decisions.