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The Effect of Culture on the Consumers’ Assessment of Advertisements on Social Networking Sites: Cross-cultural analysis
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
School of Technology and Society at Skövde University, Skövde, Sweden.
2015 (Engelska)Ingår i: 2015 Fifth International Conference on Digital Information Processing and Communications (ICDIPC), Piscataway, NJ: IEEE Press, 2015, s. 127-135Konferensbidrag, Publicerat paper (Refereegranskat)
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

Ort, förlag, år, upplaga, sidor
Piscataway, NJ: IEEE Press, 2015. s. 127-135
Nyckelord [en]
Cross-cultural, Advertisements, Social Networking Sites, Assessment of advertisements
Nationell ämneskategori
Kommunikationsvetenskap Ekonomi och näringsliv
Identifikatorer
URN: urn:nbn:se:hh:diva-30031DOI: 10.1109/ICDIPC.2015.7323018ISI: 000380497100022Scopus ID: 2-s2.0-84962828468ISBN: 978-1-4673-6831-5 ISBN: 978-1-4673-6832-2 OAI: oai:DiVA.org:hh-30031DiVA, id: diva2:882745
Konferens
The Fifth International Conference on Digital Information Processing and Communications (ICDIPC2015), October 7-9, 2015, Sierra, Switzerland
Tillgänglig från: 2015-12-15 Skapad: 2015-12-15 Senast uppdaterad: 2018-11-05Bibliografiskt granskad
Ingår i avhandling
1. Assessments of Advertisements on Social Networking Sites
Öppna denna publikation i ny flik eller fönster >>Assessments of Advertisements on Social Networking Sites
2016 (Engelska)Licentiatavhandling, sammanläggning (Övrigt vetenskapligt)
Abstract [en]

Advertisements (ads) in social networking sites (SNSAs) have been considered by many researchers as a crucial area of research. However, the scope of the existing studies on consumers’ assessments of SNSAs has been very limited. Most of the existing studies on assessing SNSAs have focused on Ducoffe’s (1996) model with its three variables, and they have ignored other related variables like the credibility value and interactivity value of the advertisement, which are more logically related to SNSAs than the traditional ads. Moreover, most of these studies have been skewed towards younger users and have ignored the social networking site (SNS) users from other age categories. Finally, previous studies about the assessment of SNSAs have depended on data collected from users of popular SNSs and ignored active users from the brand communities (fans of brands on SNSs). In this thesis, the present author has emphasized these three points as the major gaps in the literature about assessing SNSAs. Moreover, to deepen our understanding of how SNS users assess SNSAs this study presents the research findings of three published papers with three different purposes and with different levels of analysis.

The first article aimed to extend Ducoffe’s (1996) model – which was used in the previous literature in assessing SNSAs – by considering the ads’ credibility and interactivity values in addition to Ducoffe’s (1996) three variables of information value, entertainment value, and irritation value. A multiple regression analysis was used to test the modified model, and based on the regression analysis of testing the five predictors, the model without the irritation value had the best coefficient of determination (R2). Moreover, coefficient analysis to test the given hypothesis and to determine the coefficients of the predictors was used. According to this survey study, the four primary variables that predicted the consumers’ assessment of the SNSAs were the information value, entertainment value, credibility value, and interactivity value. As perceived by the SNS users, the interactivity value was the strongest among the four predictors.

Based on the unexpected result ofthe irritation value of the first paper, the second paper focused on testing the extended model of the assessments of SNSAs as perceived by a different research population, in this case, brand communities’ consumers (BCCs). Based on the regression analysis of testing the five predictors, the model with the five predictors had the best coefficient of determination (R2). The coefficient analysis was used to test the given hypothesis, to determine the coefficients of the five predictors, and to form a construct equation for assessing the SNSAs. Based on this survey study, the four variables with significant positive effects on the consumers’ assessment of SNSAs were informativeness, entertainment value, credibility value, and interactivity value, while the fifth dimension (irritation value) had a significant negative coefficient on the consumers’ assessment of SNSAs. Moreover, that study provided a deeper understanding of how the BCCs assess SNSAs, and it contributed to identifying the main characteristics ofthe BCCs on an SNS.

The third paper focused on exploring the effect of national culture on the consumers’ assessment of SNSAs. The cultural features of the respondents in that study gave additional evidence about how a nation’s cultural characteristics can influence the consumers’ assessment of SNSAs. This study helped to identify how SNS users from Egypt, the Netherlands, and the United Kingdom assess SNSAs. In this study, one-way analysis of variance with post hoc tests was used to compare the assessments of the three nations. Based on the empirical findings of this survey study, the three groups had significant difference F-ratios for their perception of four of the five variables for assessing SNSAs. Their perceptions of the entertainment value did not significantly differ between the three groups while the interactivity value had the strongest F-ratio.

The overall purpose of this study was to deepen our understanding of how SNS users are assessing SNSAs in different settings by considering SNS users, BCCs, and others from various nations. All of the studies presented here have focused on variables for assessing the ads that have been used by other researchers in different research contexts.

Ort, förlag, år, upplaga, sidor
Halmstad: Halmstad University Press, 2016. s. 120
Serie
Halmstad University Dissertations ; 20
Nyckelord
Internet Marketing, Advertisements, Social networking sites, Assessment of advertisements, National Culture, Brand communities
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:hh:diva-30847 (URN)978-91-87045-43-1 (ISBN)978-91-87045-42-4 (ISBN)
Presentation
2016-06-13, O125, Halmstad University, Halmstad, 13:00 (Engelska)
Opponent
Handledare
Tillgänglig från: 2016-05-17 Skapad: 2016-05-08 Senast uppdaterad: 2017-05-16Bibliografiskt granskad
2. Social Networking Sites – Consumers’ assessment of the value of advertisements (Extended Model)
Öppna denna publikation i ny flik eller fönster >>Social Networking Sites – Consumers’ assessment of the value of advertisements (Extended Model)
2018 (Engelska)Doktorsavhandling, sammanläggning (Övrigt vetenskapligt)
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.

Ort, förlag, år, upplaga, sidor
Halmstad: Halmstad University Press, 2018. s. 247
Serie
Halmstad University Dissertations ; 50
Nyckelord
Internet marketing, advertisements, online social networks, assessment of advertisements, value of advertisements, national culture, brand communities
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:hh:diva-38257 (URN)978-91-88749-04-8 (ISBN)978-91-88749-05-5 (ISBN)
Disputation
2018-11-29, O124, Linjegatan 12, Halmstad, 10:00 (Engelska)
Opponent
Handledare
Tillgänglig från: 2018-11-15 Skapad: 2018-11-05 Senast uppdaterad: 2019-02-08Bibliografiskt granskad

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Deraz, HossamAwuah, Gabriel

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