Matches in SemOpenAlex for { <https://semopenalex.org/work/W4386506212> ?p ?o ?g. }
Showing items 1 to 83 of
83
with 100 items per page.
- W4386506212 endingPage "25" @default.
- W4386506212 startingPage "3" @default.
- W4386506212 abstract "Drawing on the uses & gratifications theory (UGT) and Ducoffe’s advertising value model, this study aims to present a comprehensive framework for assessing Facebook paid advertising effectiveness, incorporating antecedents of Facebook advertising value and the effect of this advertising value on advertising engagement. The data were collected through an online questionnaire survey, and the final sample consisted of 290 young respondents in Sri Lanka, who had the experience of using Facebook and being exposed to hotel/restaurant paid advertisements embedded on Facebook for the past year. The conceptual framework was tested with a structural equation modeling (SEM) approach using AMOS 21.0. The results indicated that perceived informativeness, entertainment, credibility, and interactivity of hotel/restaurant Facebook paid advertising were positively related to advertising value, which in turn affected advertising engagement. Interestingly, the findings highlighted that credibility was the strongest predictor of advertising value, with interactivity in second place. The study emphasizes the importance of meeting customer perceptions in driving engagement with the paid advertisements embedded on Facebook. Accordingly, in order to optimize Facebook paid advertising, marketers should employ strategies to provide customers with informative, entertaining, credible and interactive advertising content. While providing novel insights into both academics and Facebook marketers, this study highlights the importance of determining Facebook advertising campaign success with respect to its ability to influence both customer perceptions and online behaviors. As such, the novelty of this paper is that its focus on both customer perceptions and engagement in assessing Facebook paid advertising effectiveness." @default.
- W4386506212 created "2023-09-08" @default.
- W4386506212 creator A5016143609 @default.
- W4386506212 date "2023-09-07" @default.
- W4386506212 modified "2023-10-16" @default.
- W4386506212 title "Examining the Role of Advertising Value Perceptions in Driving Engagement: A Framework for Assessing Hotel/Restaurant Paid Advertising Effectiveness on Facebook" @default.
- W4386506212 doi "https://doi.org/10.4038/sajbi.v3i1.49" @default.
- W4386506212 hasPublicationYear "2023" @default.
- W4386506212 type Work @default.
- W4386506212 citedByCount "0" @default.
- W4386506212 crossrefType "journal-article" @default.
- W4386506212 hasAuthorship W4386506212A5016143609 @default.
- W4386506212 hasBestOaLocation W43865062121 @default.
- W4386506212 hasConcept C110875604 @default.
- W4386506212 hasConcept C112698675 @default.
- W4386506212 hasConcept C119857082 @default.
- W4386506212 hasConcept C12718992 @default.
- W4386506212 hasConcept C136764020 @default.
- W4386506212 hasConcept C144133560 @default.
- W4386506212 hasConcept C144430266 @default.
- W4386506212 hasConcept C15744967 @default.
- W4386506212 hasConcept C162853370 @default.
- W4386506212 hasConcept C169760540 @default.
- W4386506212 hasConcept C17744445 @default.
- W4386506212 hasConcept C199539241 @default.
- W4386506212 hasConcept C202286406 @default.
- W4386506212 hasConcept C26760741 @default.
- W4386506212 hasConcept C2776291640 @default.
- W4386506212 hasConcept C2776915394 @default.
- W4386506212 hasConcept C2778738651 @default.
- W4386506212 hasConcept C2780224610 @default.
- W4386506212 hasConcept C41008148 @default.
- W4386506212 hasConcept C49774154 @default.
- W4386506212 hasConcept C512170562 @default.
- W4386506212 hasConcept C512338625 @default.
- W4386506212 hasConcept C518677369 @default.
- W4386506212 hasConcept C71104824 @default.
- W4386506212 hasConcept C77805123 @default.
- W4386506212 hasConceptScore W4386506212C110875604 @default.
- W4386506212 hasConceptScore W4386506212C112698675 @default.
- W4386506212 hasConceptScore W4386506212C119857082 @default.
- W4386506212 hasConceptScore W4386506212C12718992 @default.
- W4386506212 hasConceptScore W4386506212C136764020 @default.
- W4386506212 hasConceptScore W4386506212C144133560 @default.
- W4386506212 hasConceptScore W4386506212C144430266 @default.
- W4386506212 hasConceptScore W4386506212C15744967 @default.
- W4386506212 hasConceptScore W4386506212C162853370 @default.
- W4386506212 hasConceptScore W4386506212C169760540 @default.
- W4386506212 hasConceptScore W4386506212C17744445 @default.
- W4386506212 hasConceptScore W4386506212C199539241 @default.
- W4386506212 hasConceptScore W4386506212C202286406 @default.
- W4386506212 hasConceptScore W4386506212C26760741 @default.
- W4386506212 hasConceptScore W4386506212C2776291640 @default.
- W4386506212 hasConceptScore W4386506212C2776915394 @default.
- W4386506212 hasConceptScore W4386506212C2778738651 @default.
- W4386506212 hasConceptScore W4386506212C2780224610 @default.
- W4386506212 hasConceptScore W4386506212C41008148 @default.
- W4386506212 hasConceptScore W4386506212C49774154 @default.
- W4386506212 hasConceptScore W4386506212C512170562 @default.
- W4386506212 hasConceptScore W4386506212C512338625 @default.
- W4386506212 hasConceptScore W4386506212C518677369 @default.
- W4386506212 hasConceptScore W4386506212C71104824 @default.
- W4386506212 hasConceptScore W4386506212C77805123 @default.
- W4386506212 hasIssue "1" @default.
- W4386506212 hasLocation W43865062121 @default.
- W4386506212 hasOpenAccess W4386506212 @default.
- W4386506212 hasPrimaryLocation W43865062121 @default.
- W4386506212 hasRelatedWork W1526709258 @default.
- W4386506212 hasRelatedWork W1992166554 @default.
- W4386506212 hasRelatedWork W2014484022 @default.
- W4386506212 hasRelatedWork W2164613533 @default.
- W4386506212 hasRelatedWork W2342330313 @default.
- W4386506212 hasRelatedWork W2617121522 @default.
- W4386506212 hasRelatedWork W3001226268 @default.
- W4386506212 hasRelatedWork W324811437 @default.
- W4386506212 hasRelatedWork W4312895437 @default.
- W4386506212 hasRelatedWork W2185417079 @default.
- W4386506212 hasVolume "3" @default.
- W4386506212 isParatext "false" @default.
- W4386506212 isRetracted "false" @default.
- W4386506212 workType "article" @default.