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Factors Contributing to Consumers’ Assessment of Advertisement Value on Social networking sites: A Cross-Cultural Focus Group Study
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL).ORCID iD: 0000-0003-4107-6872
2019 (English)In: International Review of Management and Marketing, ISSN 2146-4405, E-ISSN 2146-4405, Vol. 9, no 1, p. 13-25Article in journal (Refereed) Published
Abstract [en]

The way online consumers assess the value of advertisements on social networking sites (SNSs) is important to know, because it has been shown that value of these advertisements can influence consumers’ behavior toward advertised products and brands. In that regard, this study aimed to provide insights into how online consumers think about and assess the value of advertisements on SNSs by using a focus group method. Two focus groups were conducted with two groups from the different cultural background (Indian and Swedish). By using Krueger and Casey’s (2000) five weighting factors, the participants revealed different weights for the tested factors. The Indian participants were more information-oriented, and the presented factors seemed applicable to them. In comparison, the Swedish participants were more focused on credibility, and factors like interactivity seemed not applicable to them. This is the first study that empirically examines online consumers’ assessment of advertisement value on SNSs by using a focus group approach. It helps to gain a deeper insight into that research phenomenon. In the future, researchers need to carry sequential exploratory studies to confirm the effects of social influence and pre-purchase search motivation.

Place, publisher, year, edition, pages
Mersin: Econjournals , 2019. Vol. 9, no 1, p. 13-25
Keywords [en]
Social Networking Sites, Facebook, Advertisement Value, Social Media, Cultural Backgrounds, Social Influence, Motives, Belief Factors
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-38755DOI: 10.32479/irmm.7118OAI: oai:DiVA.org:hh-38755DiVA, id: diva2:1277605
Available from: 2019-01-10 Created: 2019-01-10 Last updated: 2019-01-11Bibliographically approved
In thesis
1. Social Networking Sites – Consumers’ assessment of the value of advertisements (Extended Model)
Open this publication in new window or tab >>Social Networking Sites – Consumers’ assessment of the value of advertisements (Extended Model)
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
Internet marketing, advertisements, online social networks, assessment of advertisements, value of advertisements, national culture, brand communities
National Category
Business Administration
Identifiers
urn:nbn:se:hh:diva-38257 (URN)978-91-88749-04-8 (ISBN)978-91-88749-05-5 (ISBN)
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: 2019-02-08Bibliographically approved

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Deraz, Hossam

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  • apa
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