Facebook versus television: advertising value perceptions among females

Purpose – The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.Design/methodology/approach – An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n=259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.Findings – The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).Research limitations/implications – In examining the relative importance of e...

[1]  D. Hoffman,et al.  Toward a Deeper Understanding of Social Media , 2012 .

[2]  David G. Taylor,et al.  Friends, Fans, and Followers: Do Ads Work on Social Networks? , 2011, Journal of Advertising Research.

[3]  Doohwang Lee,et al.  The Impact of Online Brand Community Type on Consumer's Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social-Networking Web Sites , 2011, Cyberpsychology Behav. Soc. Netw..

[4]  P. Chatterjee,et al.  Drivers of new product recommending and referral behaviour on social network sites , 2011 .

[5]  D. Muntinga,et al.  Introducing COBRAs , 2011 .

[6]  Shu-Chuan Chu,et al.  Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites , 2011 .

[7]  J. Bonds-Raacke,et al.  MySpace and Facebook: Identifying dimensions of uses and gratifications for friend networking sites. , 2010 .

[8]  A. Kaplan,et al.  Users of the world, unite! The challenges and opportunities of Social Media , 2010 .

[9]  E. Malthouse,et al.  An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness , 2009 .

[10]  Craig Ross,et al.  Personality and motivations associated with Facebook use , 2009, Comput. Hum. Behav..

[11]  John Raacke,et al.  MySpace and Facebook: Applying the Uses and Gratifications Theory to Exploring Friend-Networking Sites , 2008, Cyberpsychology Behav. Soc. Netw..

[12]  A. Tamhane,et al.  The Effects of Media Context Experiences On Advertising Effectiveness , 2007 .

[13]  Chang-Hoan Cho,et al.  WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET? , 2004 .

[14]  Chang-Hoan Cho,et al.  Factors Influencing Clicking of Banner Ads on the WWW , 2003, Cyberpsychology Behav. Soc. Netw..

[15]  Keith S. Coulter,et al.  Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique , 2001 .

[16]  Prem Shamdasani,et al.  Location, Location, Location: Insights for Advertising Placement on the Web , 2001, Journal of Advertising Research.

[17]  D. Stewart,et al.  Measuring the Effects and Effectiveness of Interactive Advertising , 2000 .

[18]  Thomas E. Ruggiero.  Uses and Gratifications Theory in the 21st Century , 2000 .

[19]  D. Stewart.  Advertising Wearout: What and How You Measure Matters , 1999 .

[20]  Louisa Ha,et al.  Interactivity reexamined: A baseline analysis of early business web sites , 1998 .

[21]  James E. Haefner,et al.  Public Attitudes Toward Advertising: More Favorable Than You Might Think , 1998 .

[22]  Thomas J. Johnson,et al.  Cruising is Believing?: Comparing Internet and Traditional Sources on Media Credibility Measures , 1998 .

[23]  Robert H. Ducoffe.  ADVERTISING VALUE AND ADVERTISING ON THE WEB , 1996 .

[24]  Robert H. Ducoffe.  How Consumers Assess the Value of Advertising , 1995 .

[25]  Darrel D. Muehling,et al.  The relationship between experimental manipulations and tests of theory in an advertising message , 1993 .

[26]  Steven P. Brown,et al.  Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis , 1992 .

[27]  Scott B. MacKenzie,et al.  An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context , 1989 .

[28]  E. Zanot,et al.  Public Attitudes towards Advertising , 1984 .

[29]  J. Brehm.  A theory of psychological reactance. , 1981 .

[30]  Terence A. Shimp.  Attitude toward the AD as a Mediator of Consumer Brand Choice , 1981 .

[31]  H. E. Krugman.  THE IMPACT OF TELEVISION ADVERTISING: LEARNING WITHOUT INVOLVEMENT , 1965 .

[32]  C. I. Hovland,et al.  The Influence of Source Credibility on Communication Effectiveness , 1951 .