Factors Predicting Consumers' Assessment of Advertisements on Social Networking Sites

Deraz, Hossam; Awuah, Gabriel Baffour; Gebrekidan, Desalegn Abraha

doi:10.17781/p001671

Cited by 8 publications

(23 citation statements)

References 31 publications

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“…Also, it reflects one of the main gratifications from using SNSs, which is the cognitive need of online users to collect information and gain knowledge (Park et al, 2009: Whiting andWilliams, 2013;Choi et al, 2016). It is one of the leading driving factors for assessing the value of ads on SNSs (Logan et al, 2012;Saxena and Khanna, 2013;Dao et al, 2014;Deraz et al, 2015a;Haida and Rahim, 2015;Shareef et al, 2017).…”

Section: Information Value (Inf)mentioning

confidence: 99%

“…Only a few peer-reviewed empirical studies focus on This Journal is licensed under a Creative Commons Attribution 4.0 International License consumers' assessment of ad value on SNSs. Nine survey studies were found (Logan et al, 2012;Saxena and Khanna, 2013;Dao et al, 2014;Dar et al, 2014;Deraz et al, 2015a;Deraz et al, 2015b;Haida and Rahim, 2015;Martínez-Navarro and Bigné, 2017;Shareef et al, 2017). in addition to one exploratory interview study (Gaber and Wright, 2014).…”

Section: Introductionmentioning

confidence: 99%

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Deraz¹

2019

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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.

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Section: Information Value (Inf)mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Untitled

Deraz¹

2019

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“…According to the different aims of the articles under this research trend, authors were either concerned about the assessments of ads' value or to explore users' perception toward specific constructs such as trust, value corruption, consumer boundaries, image belief, or media types. The assessment of ads' value was addressed by nine articles (Logan, Bright & Gangadharbtla, 2012, Saxena & Khanna, 2013Dao et al, 2014;Dar et al, 2014;Deraz, Awuah & Abraha, 2015a;Deraz, Awuah & Abraha, 2015b;Haida & Rahim 2015;Martínez-Navarro & Bigné 2017;Shareef et al 2017). While the other four studies explored different constructs such as trust (Abdelkaader, 2013), beliefs (Natarajan et al, 2014;Beuckels, Cauberghe & Hudders, 2017), feelings (Morris, Choi & Ju, 2016), and advertising literacy (Lawlor, Dunne & Rowley, 2016 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 3 3 3 4 4 4 6 6 6 6 6 8 22…”

Section: Perception and Assessment Of Ads' Valuementioning

confidence: 99%

“…Researchers investigated 25 different theories; the most used theories were as follows: 1. The social influence theory (11 articles) (see Zeng, Huang, & Dou, 2009;Chi, Ducoffe's (1995Ducoffe's ( , 1996 model of ads' value (9 articles) (see Logan, Bright & Gangadhar-batla, 2012;Saxena & Khanna, 2013;Dar et al, 2014;Deraz, Awuah & Abraha 2015a;Deraz, Awuah & Abraha 2015b;Haida & Rahim, 2015;Natarjan et al, 2015;Jung et al, 2016;Shareef et al, 2017). 3.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

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Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

Deraz¹

2019

17th International Conference on E-Society 2019

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A consequence of the growing number of the studies concerning ads on social networking sites, and the failure to provide an in-depth analysis of that stream of research is the need to adopt systematic approaches to assess and aggregate research outcomes. This article presents an up-to-date review of peer-reviewed relevant articles to consumers' responses to advertisements on SNSs. It helps to identify 100 relevant studies published in the period 2009-2017 from different management and social science fields; including marketing, advertising, communication, social science, and relationship management. It reflects six predominate research trends; 1) Antecedents of acceptance or avoidance of ads 2) Consumers' perception and assessment of ads' value 3) consumers' attitude towards ads 4) Consumers' purchase intention 5) Consumers' referral mechanism, and 6) Benefits gained. Also, the topics researched and major results, year of publication, journal, theoretical framework, research method, sampling, and means of analysis were examined for each article. It helps to provide an objective summary of research evidence on the antecedents of consumers' responses to ads on social networking sites. It concludes by offering an agenda for future studies.

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