hh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Assessing the Value of Social Network Sites’ Advertisements
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
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: 0000-0002-0554-9591
Skövde University, Skövde, Sweden. (School of Technology and Society)
2015 (English)In: 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, 89-101 p.Conference paper, Published paper (Refereed) [Artistic work]
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.

Place, publisher, year, edition, pages
Paris: Society of Digital Information and Wireless Communications (SDIWC) , 2015. 89-101 p.
Keyword [en]
Advertising value, E-marketing, Social Network Ads, Social Network Sites
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-28030ISBN: 978-1-941968-08-6 OAI: oai:DiVA.org:hh-28030DiVA: diva2:799661
Conference
Third International Conference on E-Technologies and Business on the Web (EBW), Paris, France, March 26-28, 2015
Available from: 2015-03-31 Created: 2015-03-31 Last updated: 2015-04-09Bibliographically approved

Open Access in DiVA

No full text

Other links

Full text

Search in DiVA

By author/editor
Deraz, HossamAwuah, Gabriel Baffour
By organisation
Centre for International Marketing and Entrepreneurship Research (CIMER)
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

Total: 177 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf