Purpose -The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising. Design/methodology/approach -An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n ¼ 259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software. Findings -The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television). Research limitations/implications -In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non-traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle. Practical implications -If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals. Originality/value -This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.
Purpose Social media usage has become ubiquitous in our society – consumers are spending upwards of 20 percent of their media time on social sites interacting with friends, family and brands (Adler, 2016) and all of this usage is driving fatigue. The purpose of this paper is to examine how advertising factors such as attitude and intrusiveness impact social media fatigue as well as two consumer behavior factors, fear of missing out (FOMO) and privacy. Design/methodology/approach A 190-item questionnaire was developed and administered to an opt-in subject pool recruited for web-based research (i.e. online panel). A representative sample of 750 US social media users was recruited for the survey of which 518 respondents were valid and usable. Findings Results indicate that FOMO has the greatest impact on social media fatigue, not advertising factors as predicted. In addition, privacy concerns continue to plague consumers and should be monitored by advertisers. Research limitations/implications With regard to limitation, the survey contained a variety of self-reported measures that can tend to be under-reported, especially when it comes to social media usage as evidenced in a recent study (Adler, 2016). Originality/value This research undertook an investigation of consumer perceptions of social media advertising and how those relate to social media fatigue and psychological factors such as privacy and FOMO. In looking at these constructs, a clearer picture of how consumer perceptions of advertising impact levels of social media fatigue has emerged. In addition, the results provide a better understanding of FOMO, a psychological factor that significantly contributes to social media fatigue.
This research compares the antecedents to young adults' intentions to follow brands on Twitter and Facebook. The three conclusions that emerge from this study are not entirely consistent with planned behavior or technology acceptance models. First, perceived ease of use directly affects users' intentions to follow brands on Facebook and Twitter. Second, peer pressure is an important factor in the decision to follow brands on Facebook and Twitter. Third, consumers' attitudes toward following brands on Facebook and Twitter do not directly affect their intentions to follow brands. In addition, following brands on Facebook and Twitter appears to satisfy different user gratifications.
Despite the increasing popularity of online streaming television (OTV), there is little information regarding how perceptions of the new medium differ from traditional television (TV) viewership. The research employed online interviews among young adult viewers of OTV and traditional TV to determine whether young adult consumers (aged 18 -34) regard advertising viewed within online TV programming differently than they regard advertising viewed within traditional TV programming. While advertising has long been accepted by American consumers as a necessary element of most mass communication, this research suggests that viewers of OTV programming do not regard advertising as a means to subsidize the cost of online content. Rather, young adults appear to regard advertising as an intruder in the OTV environment. Furthermore, the results indicate that Ducoffe's Advertising Value model (1995) does not predict attentiveness to advertising viewed within the OTV context. Therefore, while OTV advertising may be held to a higher creative standard than traditional TV advertising, there is no indication that entertainment value contributes to an improved attitude toward advertising in the OTV environment.
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