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Factors Predicting Consumers' Assessment of Advertisments on Social Networking Sites
School of Business and Engineering, Halmstad University, Sweden.
School of Business and Engineering, Halmstad University, Sweden.
University of Skövde, School of Business. University of Skövde, Enterprises for the Future. (Retailing and International Business)
2015 (English)In: International Journal of Digital Information and Wireless Communications (IJDIWC), ISSN 2225-658X, E-ISSN 2225-658X, Vol. 5, no 2, 111-123 p.Article in journal (Refereed) Published
Abstract [en]

Marketers act on social networking sites (SNSs) in order to be more efficient in merchandising their products and/or services. Even so, the scope of the published studies regarding the assessment of advertisements on social networking sites (SNAs) is limited. Consequently, the present study aimed to consider credibility and interactivity, in addition to information, entertainment and irritation values, as main factors for consumers’ assessment of SNAs, as perceived by SNSs’ users.An analysis of empirical data helped to identify four main factors for assessing SNAs. These were: information value, entertainment value, credibility value and interactivity value. Irritation value was the only factor that had no significant effect on the assessment of SNAs. Furthermore, based on the beta coefficients, the information and entertainment values of SNAs, in conjunction with credibility and interactivity values, had different outcomes from previous studies. Consequently, the interactivity value was the strongest among the four predictors for assessing SNAs.

Place, publisher, year, edition, pages
The Society of Digital Information and Wireless Communications , 2015. Vol. 5, no 2, 111-123 p.
Keyword [en]
Advertisements’ value, Online Ads Value, Social Networking Ads, Social Networking Sites
National Category
Business Administration
Research subject
Humanities and Social sciences
Identifiers
URN: urn:nbn:se:his:diva-10858DOI: 10.17781/P001671OAI: oai:DiVA.org:his-10858DiVA: diva2:807429
Available from: 2015-04-23 Created: 2015-04-23 Last updated: 2016-01-08Bibliographically approved

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Abraha Gebrekidan, Desalegn
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf