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Assessing the Value of Social Network Sites’ Advertisements
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID-id: 0000-0003-4107-6872
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID-id: 0000-0002-0554-9591
Skövde University, Skövde, Sweden. (School of Technology and Society)
2015 (engelsk)Inngår i: Proceedings of the Third International Conference on E-Technologies and Business on the Web, Paris, France 2015 / [ed] Jean-Marc Lehu, Paris: Society of Digital Information and Wireless Communications (SDIWC) , 2015, s. 89-101Konferansepaper, Publicerat paper (Fagfellevurdert) [Kunstnerisk arbeiden]
Abstract [en]

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.

sted, utgiver, år, opplag, sider
Paris: Society of Digital Information and Wireless Communications (SDIWC) , 2015. s. 89-101
Emneord [en]
Advertising value, E-marketing, Social Network Ads, Social Network Sites
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-28030ISBN: 978-1-941968-08-6 OAI: oai:DiVA.org:hh-28030DiVA, id: diva2:799661
Konferanse
Third International Conference on E-Technologies and Business on the Web (EBW), Paris, France, March 26-28, 2015
Tilgjengelig fra: 2015-03-31 Laget: 2015-03-31 Sist oppdatert: 2015-04-09bibliografisk kontrollert

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Deraz, HossamAwuah, Gabriel Baffour

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