International communications & Advertising
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Facebook versus television: advertising value perceptions among females: An International Journal

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=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.

 

Source: http://search.proquest.com/abicomplete/docview/1111503284/139C514570254560DAD/5

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E-commerce: ce que les meilleurs sites doivent encore améliorer

E-commerce: ce que les meilleurs sites doivent encore améliorer | International communications & Advertising | Scoop.it
Navigation trop peu intuitive, informations sur le SAV difficiles à trouver... Dans sa dernière enquête sur les sites marchands, Ernst&Young pointe d'importantes marges de progression.
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TV Advertising VS Digital Marketing - Forbes

TV Advertising VS Digital Marketing - Forbes | International communications & Advertising | Scoop.it
As technology continues to transform all forms of marketing and social media, brands are continually trying to identify the ideal marketing mix that will translate to the best possible return on ad spend or marketing investment.  Brands are also discovering...
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Chine : « il est important de reconquérir les syndicats » - NPA

Chine : « il est important de reconquérir les syndicats »NPARencontre avec Au Loong Yu, l'un des fondateurs de Globalization Monitor (Hong Kong), aujourd'hui membre de la rédaction de China Labour Net et auteur du livre « China's Rise : Strength and...
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