WFRF:(Abraha Desalegn)
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- Deraz, Hossam,1971-Högskolan i Halmstad,Centre for International Marketing and Entrepreneurship Research (CIMER) (author)
Factors Predicting Consumers' Assessment of Advertisments on Social Networking Sites
- Article/chapterEnglish2015
Publisher, publication year, extent ...
- Hong Kong :The Society of Digital Information and Wireless Communications,2015
- printrdacarrier
Numbers
- LIBRIS-ID:oai:DiVA.org:his-10858
- https://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-10858URI
- https://doi.org/10.17781/P001671DOI
- https://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28127URI
Supplementary language notes
- Language:English
- Summary in:English
Part of subdatabase
- SwePubSwePub
Classification
Notes
- 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.
Subject headings and genre
- 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
- 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)
Added entries (persons, corporate bodies, meetings, titles ...)
- Awuah, Gabriel,1954-Högskolan i Halmstad,Centre for International Marketing and Entrepreneurship Research (CIMER)(Swepub:hh)gaaw (author)
- Abraha Gebrekidan, DesalegnHögskolan i Skövde,Institutionen för handel och företagande,Forskningsspecialiseringen Framtidens Företagande,Retailing and International Business,Skövde University, Skövde, Sweden(Swepub:his)gebd (author)
- Högskolan i HalmstadCentre for International Marketing and Entrepreneurship Research (CIMER) (creator_code:org_t)
Related titles
- In:International Journal of Digital Information and Wireless Communications (IJDIWC)Hong Kong : The Society of Digital Information and Wireless Communications5:2, s. 111-1232225-658X
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