Assessing the Value of Social Network Sites' Advertisements

Marketers use social network sites (SNSs) to merchandise their products and services more efficiently. However, the scope of the published studies about assessing social network sites advertisements’ value (SNSAV) is limited. The present study consequently aims to include credibility and interactivity in addition to informativeness and entertainment and irritation values as variables for the assessment of SNSAV, as perceived by SNS users. The data analysis supports the central concepts of this study that informativeness, credibility, interactivity and entertainment values are the main variables of assessing SNSAV, while irritation value has no significant effect on the assessment of SNSAV. Moreover, according to the beta coefficient, informativeness and entertainment values, in conjunction with credibility and interactivity values, have different effects on consumers’ assessment of SNSAV compared to the results of the previous studies. This study is successful in terms of introducing advertisements’ credibility and interactivity as crucial variables in the assessment of SNSAV. It is also successful with regard to offering a new construct model for assessing SNSAV based on four main dimensions: informativeness, entertainment and credibility and interactivity values. According to the data analysis, interactivity value has the highest significant effect with regard to the assessment of SNSAs.

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