Factors Predicting Consumers' Assessment of Advertisments on Social Networking Sites

• 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Communication Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Systemvetenskap, informationssystem och informatik med samhällsvetenskaplig inriktning (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Information Systems, Social aspects (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

Advertisements’ value

Online Ads Value

Social Networking Ads

Social Networking Sites

Humaniora-samhällsvetenskap

Humanities and Social sciences

Retailing and International Business

Detaljhandel och internationellt företagande (RIB)

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)