Social media platforms such as social network sites (SNS) have become an essential part of users’ everyday activities. Users frequently engage in SNS to socialise and access information. The business model of several SNS firms is rooted in advertising. The challenge for SNS firms is to make sure that users accept SNS advertising. Based on uses and gratifications theory (UGT) and motivated reasoning theory (MRT), the current research offers a motivational cognitive mechanism model of SNS advertising acceptance. To assess the applicability of this model, the current research assesses how pre-purchase and ongoing information seeking motivations via cognitive processes influence users’ SNS banner ad click behaviour. To attest the offered theory and hypotheses, an offline survey using self-administered questionnaire was conducted with 240 SNS users living in Pakistan. Data supported the proposed model and indicated that pre-purchase and ongoing SNS information seeking motivations via cognitive processes influence users’ SNS banner ad click behaviour.

社交网站（SNS）等社交媒体平台已成为用户日常活动的重要组成部分。用户经常通过 SNS 进行社交和获取信息。几家SNS公司的商业模式植根于广告。SNS 公司面临的挑战是确保用户接受 SNS 广告。目前的研究基于使用和满足理论（UGT）和动机推理理论（MRT），提供了一种SNS广告接受的动机认知机制模型。为了评估该模型的适用性，当前的研究评估了通过认知过程进行的预购和持续信息寻求动机如何影响用户的 SNS 横幅广告点击行为。为了证明所提供的理论和假设，对居住在巴基斯坦的 240 名 SNS 用户进行了使用自填问卷的离线调查。数据支持所提出的模型，并表明通过认知过程进行的预购和持续的 SNS 信息寻求动机会影响用户的 SNS 横幅广告点击行为。