Factors Predicting Consumers' Assessment of Advertisements on Social Networking Sites

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Provided by: The Society of Digital Information and Wireless Communications (SDIWC)
Topic: Networking
Format: PDF
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 is limited. Consequently, the present paper is 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.
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