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Assessing the Value...
Assessing the Value of Social Network Sites’ Advertisements
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- Deraz, Hossam, 1971- (författare)
- Högskolan i Halmstad,Centre for International Marketing and Entrepreneurship Research (CIMER)
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- Awuah, Gabriel Baffour, 1954- (författare)
- Högskolan i Halmstad,Centre for International Marketing and Entrepreneurship Research (CIMER)
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- Gebrekidan, Desalegn Abraha (författare)
- Skövde University, Skövde, Sweden,School of Technology and Society
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(creator_code:org_t)
- Paris : Society of Digital Information and Wireless Communications (SDIWC), 2015
- 2015
- Engelska.
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Ingår i: Proceedings of the Third International Conference on E-Technologies and Business on the Web, Paris, France 2015. - Paris : Society of Digital Information and Wireless Communications (SDIWC). - 9781941968086 ; , s. 89-101
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Abstract
Ämnesord
Stäng
- Marketers use social network sites (SNSs) to merchandise their products and services more efficiently. However, the scope of the published studies about assessing social network sites advertisements’ value (SNSAV) is limited. The present study consequently aims to include credibility and interactivity in addition to informativeness and entertainment and irritation values as variables for the assessment of SNSAV, as perceived by SNS users.The data analysis supports the central concepts of this study that informativeness, credibility, interactivity and entertainment values are the main variables of assessing SNSAV, while irritation value has no significant effect on the assessment of SNSAV. Moreover, according to the beta coefficient, informativeness and entertainment values, in conjunction with credibility and interactivity values, have different effects on consumers’ assessment of SNSAV compared to the results of the previous studies.This study is successful in terms of introducing advertisements’ credibility and interactivity as crucial variables in the assessment of SNSAV. It is also successful with regard to offering a new construct model for assessing SNSAV based on four main dimensions: informativeness, entertainment and credibility and interactivity values. According to the data analysis, interactivity value has the highest significant effect with regard to the assessment of SNSAs.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Nyckelord
- Advertising value
- E-marketing
- Social Network Ads
- Social Network Sites
Publikations- och innehållstyp
- ref (ämneskategori)
- kon (ämneskategori)
- kfu (ämneskategori)
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