Title: FACTORS PREDICTING CONSUMERS' ASSESSMENT OF ADVERTISEMENTS ON SOCIAL NETWORKING SITES

Issue Number: Vol. 5, No. 2
Year of Publication: 2015
Page Numbers: 111-123
Authors: Hossam Deraz, Gabriel Baffour Awuah, Desalegn Abraha Gebrekidan
Journal Name: International Journal of Digital Information and Wireless Communications (IJDIWC)
- Hong Kong
DOI:  http://dx.doi.org/10.17781/P001671

Abstract:


Marketers act on social networking sites (SNSs) in order to be more efficient in merchandising their products and/or services. Even so, the scope of the published studies regarding the assessment of advertisements on social networking sites (SNAs) is limited. Consequently, the present study aimed to consider credibility and interactivity, in addition to information, entertainment and irritation values, as main factors for consumers’ assessment of SNAs, as perceived by SNSs’ users. An analysis of empirical data helped to identify four main factors for assessing SNAs. These were: information value, entertainment value, credibility value and interactivity value. Irritation value was the only factor that had no significant effect on the assessment of SNAs. Furthermore, based on the beta coefficients, the information and entertainment values of SNAs, in conjunction with credibility and interactivity values, had different outcomes from previous studies. Consequently, the interactivity value was the strongest among the four predictors for assessing SNAs.