Abstract
This study examines the effects of entertainment, irritation, and informativeness on the perceived value and attitudes towards social media advertising (SMA) and television advertising. Using data from 385 male respondents and structural equation modelling, Informativeness and entertainment significantly enhance advertising value and attitudes in both mediums, while irritation has an insignificant effect. The study highlights the growing impact of SMA in shaping advertising strategies and consumer perceptions, particularly in contrast to traditional television advertising.
| Original language | English |
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| Title of host publication | Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium |
| Subtitle of host publication | Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit |
| Editors | C. Strong, C. Bosangit, N. Koenig-Lewis, Z. Lee, O. Moldes Andres, E. Rosier |
| Place of Publication | Cardiff, United Kingdom |
| Publisher | Academy of Marketing |
| Pages | 166-167 |
| Number of pages | 2 |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - 1 Jul 2024 |
| Event | AM 2024 - Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 |
Conference
| Conference | AM 2024 |
|---|---|
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |