Marketers act on social networking sites (SNSs) in order to be more efficient in merchandising th... more 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.
ARTICLE INFO ABSTRACT Despite the extensive research in the context of brand communities on socia... more ARTICLE INFO ABSTRACT Despite the extensive research in the context of brand communities on social networking (SNSs), the theoretical foundations underlying consumers' assessment of advertisements on SNSs' brand communities was not yet explored. The present study consequently aimed to explore how SNSs' brand communities' consumers assess social networks' ad analysis was used to identify the best fit model, and the most effective predictors on the assessment of SNAs. From the collected data, four dimensions had positive significant effects on the consumers' assessment (informati fifth dimension (irritation value) had a significant negative effect. The results of this study had some contradictions with some results on previous studies, and confirmed researchers used the descriptive analysis to gain deeper understanding of how the brand communities' consumers (BCCs) on SNSs assess SNAs, and to identify the main characteristics of the BCCs on SNSs.
Do consumers of the same brand from different culture have the same perceptions while assessing t... more Do consumers of the same brand from different culture have the same perceptions while assessing the advertisements on Social Networking Sites' (SNSAs)? To answer this question, the data for this study were collected from brand communities' consumers (BCCs) on SNSs. 278 respondents from three different cultural backgrounds (Egyptians, Dutch and British) answered the questionnaires. Five main variables to collect the consumers' assessment of SNSAs were tested (information value, entertainment value, credibility value, interactivity value, and irritation value). Based on the empirical findings, the three groups perceived five of the six variables with significant difference F ratios. Consequently, their perception of the entertainment value of SNSAs has no significant differences between the three groups. Based on the cross-cultural theory, the findings of this study have some agreements and some contradictions, especially the influences of power distance and uncertainly avoidance. Moreover, the researchers used the One-way analysis of variance (ANOVA) with Post Hoc tests to compare between the assessments of the three groups.
Marketers act on social networking sites (SNSs) in order to be more efficient in merchandising th... more 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.
ARTICLE INFO ABSTRACT Despite the extensive research in the context of brand communities on socia... more ARTICLE INFO ABSTRACT Despite the extensive research in the context of brand communities on social networking (SNSs), the theoretical foundations underlying consumers' assessment of advertisements on SNSs' brand communities was not yet explored. The present study consequently aimed to explore how SNSs' brand communities' consumers assess social networks' ad analysis was used to identify the best fit model, and the most effective predictors on the assessment of SNAs. From the collected data, four dimensions had positive significant effects on the consumers' assessment (informati fifth dimension (irritation value) had a significant negative effect. The results of this study had some contradictions with some results on previous studies, and confirmed researchers used the descriptive analysis to gain deeper understanding of how the brand communities' consumers (BCCs) on SNSs assess SNAs, and to identify the main characteristics of the BCCs on SNSs.
Do consumers of the same brand from different culture have the same perceptions while assessing t... more Do consumers of the same brand from different culture have the same perceptions while assessing the advertisements on Social Networking Sites' (SNSAs)? To answer this question, the data for this study were collected from brand communities' consumers (BCCs) on SNSs. 278 respondents from three different cultural backgrounds (Egyptians, Dutch and British) answered the questionnaires. Five main variables to collect the consumers' assessment of SNSAs were tested (information value, entertainment value, credibility value, interactivity value, and irritation value). Based on the empirical findings, the three groups perceived five of the six variables with significant difference F ratios. Consequently, their perception of the entertainment value of SNSAs has no significant differences between the three groups. Based on the cross-cultural theory, the findings of this study have some agreements and some contradictions, especially the influences of power distance and uncertainly avoidance. Moreover, the researchers used the One-way analysis of variance (ANOVA) with Post Hoc tests to compare between the assessments of the three groups.
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