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Social Networking Sites – Consumers’ assessment of the value of advertisements (Extended Model)
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID iD: 0000-0003-4107-6872
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

In light of the identified shortcomings in the earlier studies of consumers’ assessment of advertisement value on social networking sites, and the relative importance of explaining advertisement value, the overall purpose of this dissertation is to develop and empirically test a conceptual framework that can advance knowledge and increase our understanding of how online consumers assess the value of advertisements on social networking sites. In reference to this purpose, this doctoral dissertation has sought to answer the following overarching research question: What are the relevant variables that predict online consumers’ assessment of advertisement value on social networking sites, and how do these variables affect their assessment?

To achieve the purpose of this study and to answer its overarching research question, a mixed method approach was used, adapting both quantitative and qualitative methods. A sequential explanatory strategy using mixed methods was the primary approach used to explain and interpret the quantitative results, by collecting and analyzing follow-up qualitative data. Consequently, this study started by doing a systematic literature review to identify the related factors, followed by a conceptual study to provide an extended conceptual framework that connected consumer beliefs to their sources of gratifications from using SNSs. That conceptual framework was partially examined in three survey papers to test the effects of its five belief factors (information value, entertainment value, irritation value, interactivity value, and credibility value) on assesments of advertisement value on SNSs. The three survey papers found that these five belief factors have significant effects on assessments of advertisement value on social networking sites. However, those effects varied according to consumers’ cultural backgrounds. The three survey papers were then followed by a qualitative focus group study to give a deeper explanation, and to discover the underlying reasons behind consumers’ assessment of advertisement value. That focus group study confirmed the role of culture in assessing the value of advertisements, and it gave deeper explanations behind the reasons for that variance in assessments of advertisement value within the context of social networking sites from one research population to another. In general, this study contributes to the understanding of consumers’ assessments of advertisements on social networking sites. It offers a new approach by connecting consumers’ gratifications from using social networking sites to their assessment of advertisement value. In turn, it helps to reflect a number of valuable insights that can be utilized by both researchers and marketers in order to understand how the addressed factors enhance consumers’ assessments by testing the contribution of credibility, interactivity value, social influence, pre-purchase search motivation, and cultural backgrounds, in addition to previously tested variables: information value, entertainment value, and irritation value.

Place, publisher, year, edition, pages
Halmstad: Halmstad University Press, 2018. , p. 247
Series
Halmstad University Dissertations ; 50
Keywords [en]
Internet marketing, advertisements, online social networks, assessment of advertisements, value of advertisements, national culture, brand communities
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-38257ISBN: 978-91-88749-04-8 (print)ISBN: 978-91-88749-05-5 (electronic)OAI: oai:DiVA.org:hh-38257DiVA, id: diva2:1260708
Public defence
2018-11-29, O124, Linjegatan 12, Halmstad, 10:00 (English)
Opponent
Supervisors
Available from: 2018-11-15 Created: 2018-11-05 Last updated: 2018-12-12Bibliographically approved
List of papers
1. Consumers’ responses to ads on Social Networking sites: A Systematic Literature Review (SLR)
Open this publication in new window or tab >>Consumers’ responses to ads on Social Networking sites: A Systematic Literature Review (SLR)
(English)In: International Journal of Electronic Marketing and Retailing, ISSN 1741-1025, E-ISSN 1741-1033Article in journal, News item (Refereed) Submitted
Place, publisher, year, edition, pages
Olney: InderScience Publishers
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-38344 (URN)
Available from: 2018-11-15 Created: 2018-11-15 Last updated: 2018-11-15
2. Users’ Assessment of the Value of Advertisements on Social Networking Sites: A Conceptual Study
Open this publication in new window or tab >>Users’ Assessment of the Value of Advertisements on Social Networking Sites: A Conceptual Study
2018 (English)In: International Review of Management and Marketing, ISSN 2146-4405, E-ISSN 2146-4405, Vol. 8, no 6, p. 32-40Article in journal (Refereed) Published
Abstract [en]

The aim of this paper is to propose a conceptual framework addressing factors that predict users’ assessment of the value of ads on social networking sites (SNSs). The basic unit of analysis is the SNSs’ user. The action scene is composed of a set of components that together shape the outcomes of the model to identify these factors. The suggested framework consists of five belief factors (information value, entertainment value, credibility value, irritation value, and interactivity value), one motive factor (individuals’ pre-purchase search motivation), in addition to two social factors (social influence, and national culture). The study aimed to characterize these key elements of the framework, their relationship, and interactions with the perceived value of advertisements. This paper intends to create a common understanding of the basic concepts and a shared conceptual model among scholars researching advertisements on online social networks.

Place, publisher, year, edition, pages
Mersin: Econjournals, 2018
Keywords
Social Networking Sites, Advertising Value, Uses and Gratification Theory
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-38255 (URN)10.32479/irmm.7117 (DOI)
Available from: 2018-11-04 Created: 2018-11-04 Last updated: 2018-11-15Bibliographically approved
3. Factors Predicting Consumers’ Assessment of Advertisements on Social Networking Sites
Open this publication in new window or tab >>Factors Predicting Consumers’ Assessment of Advertisements on Social Networking Sites
2015 (English)In: International Journal of Digital Information and Wireless Communications (IJDIWC), ISSN 2225-658X, E-ISSN 2225-658X, Vol. 5, no 2, p. 111-123Article 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
Hong Kong: Society of Digital Information and Wireless Communications, 2015
National Category
Communication Studies Information Systems, Social aspects Economics and Business
Identifiers
urn:nbn:se:hh:diva-28127 (URN)10.17781/P001671 (DOI)
Available from: 2015-04-20 Created: 2015-04-20 Last updated: 2018-11-05Bibliographically approved
4. The assessments of social networking advertisements; as perceived by brand communities consumers
Open this publication in new window or tab >>The assessments of social networking advertisements; as perceived by brand communities consumers
2015 (English)In: International Journal of Current Research, ISSN 0975-833X, E-ISSN 0975-833X, Vol. 7, no 8, p. 19787-19796Article in journal (Refereed) Published
Abstract [en]

Despite the extensive research in the context of brand communities on social networking sites (SNSs), the theoretical foundations underlying consumers’ assessment of advertisements on SNSs’ brand communities was not yet explored. The present study consequently aimed to explore how SNSs’ brand communities’ consumers assess social networks’ advertisements (SNAs). Regression analysis was used to identify the best fit model, and the most effective predictors on the assessment of SNAs. From the collected data, four dimensions had positive significant effects on the consumers’ assessment (informativeness, entertainment value, credibility value and interactivity value), while the fifth dimension (irritation value) had a significant negative effect. The results of this study had some contradictions with some results on previous studies, and confirmed other results. Moreover, the researchers used the descriptive analysis to gain deeper understanding of how the brand communities’ consumers (BCCs) on SNSs assess SNAs, and to identify the main characteristics of the BCCs on SNSs.

Place, publisher, year, edition, pages
Villupuram: T. Manikandan, 2015
Keywords
Brand communities, Social networking sites, Advertisements' value, Social networking advertisement
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-29476 (URN)
Available from: 2015-09-17 Created: 2015-09-17 Last updated: 2018-11-05Bibliographically approved
5. The Effect of Culture on the Consumers’ Assessment of Advertisements on Social Networking Sites: Cross-cultural analysis
Open this publication in new window or tab >>The Effect of Culture on the Consumers’ Assessment of Advertisements on Social Networking Sites: Cross-cultural analysis
2015 (English)In: 2015 Fifth International Conference on Digital Information Processing and Communications (ICDIPC), Piscataway, NJ: IEEE Press, 2015, p. 127-135Conference paper, Published paper (Refereed)
Abstract [en]

Do consumers of the same brand from different culture have the same perceptions while assessing the advertisements on Social Networking Sites’ (SNSAs)? To answer this question, the data for this study were collected from brand communities’ consumers (BCCs) on SNSs. 278 respondents from three different cultural backgrounds (Egyptians, Dutch and British) answered the questionnaires. Five main variables to collect the consumers’ assessment of SNSAs were tested (information value, entertainment value, credibility value, interactivity value, and irritation value). Based on the empirical findings, the three groups perceived five of the six variables with significant difference F ratios. Consequently, their perception of the entertainment value of SNSAs has no significant differences between the three groups. Based on the cross-cultural theory, the findings of this study have some agreements and some contradictions, especially the influences of power distance and uncertainly avoidance. Moreover, the researchers used the One-way analysis of variance (ANOVA) with Post Hoc tests to compare between the assessments of the three groups. ©2015 IEEE

Place, publisher, year, edition, pages
Piscataway, NJ: IEEE Press, 2015
Keywords
Cross-cultural, Advertisements, Social Networking Sites, Assessment of advertisements
National Category
Communication Studies Economics and Business
Identifiers
urn:nbn:se:hh:diva-30031 (URN)10.1109/ICDIPC.2015.7323018 (DOI)000380497100022 ()2-s2.0-84962828468 (Scopus ID)978-1-4673-6831-5 (ISBN)978-1-4673-6832-2 (ISBN)
Conference
The Fifth International Conference on Digital Information Processing and Communications (ICDIPC2015), October 7-9, 2015, Sierra, Switzerland
Available from: 2015-12-15 Created: 2015-12-15 Last updated: 2018-11-05Bibliographically approved
6. Factors Contributing to Consumers’ Assessment of Advertisement Value on Social Networking Sites: A Cross-Cultural Focus Group Study
Open this publication in new window or tab >>Factors Contributing to Consumers’ Assessment of Advertisement Value on Social Networking Sites: A Cross-Cultural Focus Group Study
2019 (English)In: International Review of Management and Marketing, ISSN 2146-4405, E-ISSN 2146-4405Article in journal (Refereed) Accepted
Place, publisher, year, edition, pages
Mersin: Econjournals, 2019
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-38345 (URN)
Available from: 2018-11-15 Created: 2018-11-15 Last updated: 2018-11-15

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