Study of Value Perception (Facebook V/S Print Media) - Couverture souple

Nadeem, Ahmad; Zafar, Sidra; Arshad, Rabbia

 
9783659865619: Study of Value Perception (Facebook V/S Print Media)
Couverture souple
ISBN 10 : 3659865613 ISBN 13 : 9783659865619
Editeur : LAP LAMBERT Academic Publishing, 2016

Synopsis

The purpose of this paper is to compare customer’s perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of Print media advertising. Data was collected through questionnaire from a sample of 235 and was analyzed using SPSS. The analysis indicated that Ducoffe’s Ad Value model does provide a good fit for assessing advertising value in social media and print media. The respondents assessed ad value on the basis of Entertainment and informativeness(higher for social media). 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 (Print media) and non-traditional media (SNSs). If practitioners seek to interact via SNSs with young consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals. This investigation provides the impetus for future research about consumers’ perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

The purpose of this paper is to compare customer’s perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of Print media advertising. Data was collected through questionnaire from a sample of 235 and was analyzed using SPSS. The analysis indicated that Ducoffe’s Ad Value model does provide a good fit for assessing advertising value in social media and print media. The respondents assessed ad value on the basis of Entertainment and informativeness(higher for social media). 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 (Print media) and non-traditional media (SNSs). If practitioners seek to interact via SNSs with young consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals. This investigation provides the impetus for future research about consumers’ perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

Biographie de l'auteur

Mr.Ahmad Nadeem is a instructor at the Virtual University of Pakistan where he serves as Marketing subject specialist. He is also the author of many scientific publications.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2016
Langue
anglais
ISBN 10 
3659865613
ISBN 13 
9783659865619
Reliure
Broché
Nombre de pages
56
Coordonnées du fabricant
non disponible
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