Role of Personalization in Shaping Attitudes Towards Social Media Ads

2018 ◽  
Vol 14 (3) ◽  
pp. 54-76 ◽  
Author(s):  
Gökhan Aydin
Keyword(s):  
Social Media ◽  
Developing Countries ◽  
Indirect Effects ◽  
Structural Equation ◽  
Survey Study ◽  
Positive Effects ◽  
Equation Modelling ◽  
Research Gap ◽  
Value Model

The present article aims to understand attitudes towards social media ads, one of the most recent and rapidly growing forms of digital advertisements. So far, little attention has been paid in developing countries to the most rapidly growing type of advertising and the present study aims to contribute to fill this research gap. A survey study was carried out to understand the attitudes using Ducoffe's advertising value model and extending it by the inclusion of “rewards” and “personalization” constructs. Facebook ads are used as a proxy for social media ads and a total of 327 questionnaires were collected from Turkish consumers, which were filtered down to 281 and analyzed using structural equation modelling. The findings indicate that credibility, personalization, informativeness and entertainment have direct positive effects on advertising value and have indirect effects on attitudes towards social media ads. Personalization emerged as a significant factor affecting all other related constructs.

Role of Personalization in Shaping Attitudes Towards Social Media Ads

2021 ◽  
pp. 1302-1327
Author(s):  
Gökhan Aydin
Keyword(s):  
Social Media ◽  
Developing Countries ◽  
Structural Equation Modelling ◽  
Indirect Effects ◽  
Structural Equation ◽  
Survey Study ◽  
Positive Effects ◽  
Research Gap ◽  
Value Model

The present article aims to understand attitudes towards social media ads, one of the most recent and rapidly growing forms of digital advertisements. So far, little attention has been paid in developing countries to the most rapidly growing type of advertising and the present study aims to contribute to fill this research gap. A survey study was carried out to understand the attitudes using Ducoffe's advertising value model and extending it by the inclusion of “rewards” and “personalization” constructs. Facebook ads are used as a proxy for social media ads and a total of 327 questionnaires were collected from Turkish consumers, which were filtered down to 281 and analyzed using structural equation modelling. The findings indicate that credibility, personalization, informativeness and entertainment have direct positive effects on advertising value and have indirect effects on attitudes towards social media ads. Personalization emerged as a significant factor affecting all other related constructs.

The role of informal institutions in explaining student’s academic engagement

2018 ◽  
Vol 11 (2) ◽  
pp. 178-194
Author(s):  
Mahieddine Adnan Ghecham ◽  
Nuha Hamada
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
Code Of Conduct ◽  
Interdisciplinary Approach ◽  
Cultural Background ◽  
Content Type ◽  
Equation Modelling ◽  
Assessment Techniques ◽  
Research Gap

Purpose The purpose of this paper is to focus on the role of students’ cultural background in explaining their academic performance. Design/methodology/approach The paper aims at achieving the research objective with the use of questionnaires and structural equation modelling (SEM). Findings This paper shows that students’ code of conduct, which is grounded in their cultural background, affects their level of engagement in learning process. The paper supports, on one hand, the idea of extensive use of formative assessment techniques as a way of improving students’ engagement; it argues, on the other hand, that their effectiveness could be limited because of the bad impact of the students’ norms. Originality/value The paper aims at achieving the objective of the research using an interdisciplinary approach borrowing from the field of economics while discussing a research gap that covers a region that require more attention in the field of education.

scholarly journals Role of Digital Media in Spreading Covid-19 Awareness- Structural Equation Modelling based Study

2021 ◽  
Vol 10 (4) ◽  
pp. 2830-2841
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Cross Sectional Study ◽  
Sem Analysis ◽  
Ease Of Use ◽  
Cross Sectional ◽  
Equation Modelling

Due to the rise of media technology and the abundance of Social Media platforms, healthcare awareness and information gathering are simple, easy, and efficient. This study also aims to investigate the role of Social Media to obtain Coivd-19 information and updates. The researcher used the cross-sectional study design and selected a sample of n= 265 respondents from Islamabad, Pakistan. Further, to validate the phenomenon, the researcher developed and tested the self-structured model using Structural Equation Modelling. The SEM analysis involved Internal consistency assessments, Coefficients of Determination R2, and Path Analysis. Findings indicated a strong significant relationship between Social Media, Ease of Access (p≥ .000), Ease of Use (p≥ .011), Internet Availability (p≥ .013), and Information Acceptance (p≥ .042). Thus the results revealed a significant role of Social Media to spread Covid-19 awareness reinforcing positive healthcare attitudes among the public. Therefore, the researcher suggests more studies on the proposed research model, to scrutinize the role of the Social Media infodemic during the Coronavirus outbreak.

An Empirical Study on Determining the Effectiveness of Social Media Advertising

2020 ◽  
Vol 16 (2) ◽  
pp. 47-68 ◽  
Author(s):  
Taanika Arora ◽  
Bhawna Agarwal
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modelling ◽  
Confirmatory Factor ◽  
Social Media Advertising ◽  
The Impact ◽  
Self Administered Questionnaire

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.

scholarly journals Examining the overarching factors of clients’ loyalty based on the mobile insurance typology

2019 ◽  
Vol 50 (1) ◽  
Author(s):  
Enock M. Ampaw ◽  
Junwu Chai ◽  
Joseph Frempong
Keyword(s):  
Developing Countries ◽  
Structural Equation ◽  
Service Providers ◽  
Insurance Industry ◽  
Corporate Identity ◽  
Behavioural Intentions ◽  
Halo Effects ◽  
Equation Modelling ◽  
High Degree

Background: The mobile insurance industry plays a crucial role in the insurance ecosystem of developing countries, yet the overarching factors that impinge on and shape clients’ behavioural intentions towards service providers have not been given the necessary attention they deserve.Objectives: This study explores the role of corporate identity, clients’ satisfaction, Service Quality (SERQUAL) and institutional-based trust in shaping clients’ loyalty (CL) towards mobile insurance (M-insurance) service providers.Method: Structural equation modelling (SEM) was used to analyse a total of 334 questionnaires obtained from clients of selected M-insurance service points in Accra, Ghana.Results: Our results indicate that SERQUAL, institutional-based trust, satisfaction and corporate identity, corroboratively, impact positively on CL within the M-insurance ecosystem, albeit in varied proportions. The results also demonstrate a high degree of causality among SERQUAL, institutional-based trust and corporate identity.Conclusion: SERQUAL has both direct and indirect significant positive relationships with CL. Thus, in order for M-insurance service providers to attract and retain clients, the former must pay a great deal of attention to SERQUAL owing to its striking halo effects.

The role of international exhibition venues in marketing exhibitors’ destinations

2017 ◽  
Vol 24 (2) ◽  
pp. 136-147 ◽  
Author(s):  
Mohamed A Abou-Shouk ◽  
Nagoua I Zoair ◽  
Mohammed M Farrag ◽  
Mahmoud M Hewedi
Keyword(s):  
Structural Equation Modelling ◽  
Structural Equation ◽  
International Exhibition ◽  
Destination Image ◽  
Country Image ◽  
Tourist Destinations ◽  
Equation Modelling ◽  
Research Gap ◽  
Available Information

Exhibition venues are an important tool in promoting exhibitors’ destination image. Venues act as a communicative environment for both visitors and exhibitors. This study, using structural equation modelling to analyse responses of 1000 visitors to the Egyptian venue at the Expo 2015 in Italy, examines the effect of the venue image’s dimensions on improving the image of the Egyptian destination and the intentional visiting behaviour of participants. This study fulfils the research gap of testing the effect of exhibition venue image on promoting the exhibitor’s home country’s image. It is revealed that venue design, facilities, staff, available information and comfort have positively affected exhibitors’ country image promotion and the intentional behaviour of visitors. There are some insights to destination marketers on how to use expositions’ exhibitors to market their tourist destinations.

The Role of Social Media in Accelerating the Process of Acculturation to the Global Consumer Culture

2019 ◽  
Vol 15 (1) ◽  
pp. 65-84 ◽  
Author(s):  
Vincent Dutot ◽  
Jessica Lichy
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Influence ◽  
Consumer Culture ◽  
Structural Equation ◽  
Online Survey ◽  
Substantial Contribution ◽  
Mediating Role ◽  
Equation Modelling

This article highlights the role of social media in the context of global consumer culture by showing consumers' perceptions regarding social influence, social networks, cultural novelty and economic rewards. If focuses on the mediating role of social media in the acculturation to the global consumer culture (AGCC). This article develops and tests a conceptual model integrating new antecedents of AGCC. Based on the 322 answers to an online survey targeting international students and consumers, smart PLS software and structural equation modelling are applied to assess the causal relationships among the constructs. The findings show that (1) social network, social influence, cultural novelty and economic rewards significantly accelerate the process of acculturation and that (2) social media plays a mediating role on social networks, cultural novelty and trust. This article offers a substantial contribution to related theory by developing and testing a social media-based model that provides a more comprehensive view of the process of AGCC.

The Role of Social Media in the Diffusion of E-Government and E-Commerce

2021 ◽  
Vol 34 (2) ◽  
pp. 63-79
Author(s):  
Ibrahim Osman Adam ◽  
Muftawu Dzang Alhassan
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Media Use ◽  
National Level ◽  
Regulatory Environment ◽  
Social Media Use ◽  
Mediating Role ◽  
Equation Modelling ◽  
Using Data

This study attempts to empirically examine the role of social media use on the diffusion of e-government and e-commerce. This study departs from previous studies that have investigated social media effects on e-government and e-commerce as silo phenomena without examining the mediating role of other national-level factors. Using data drawn from archival sources for 135 countries for 2016, the study, through a model built on the technology-organization-environment framework, examines the mediating role of other national-level factors by employing partial least squares structural equation modelling. The findings provide evidence that social media use significantly influences the development of e-government and the diffusion of e-commerce globally. However, the mediating role of the political and regulatory environment was found not to be influential. Some implications of the study for research and practice are provided.

The Role of Social Media Competencies in Effective Teaching and Teacher Performance

2015 ◽  
Vol 6 (4) ◽  
pp. 1-12 ◽  
Author(s):  
Irameet Kaur ◽  
Charu Shri ◽  
K. M. Mital
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Core Competencies ◽  
Statistical Technique ◽  
Superior Performance ◽  
Equation Modelling ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

The “Digital India” is leading to mass harnessing of the power of social media in every industry including the academic fraternity. The vast reach of social media is now being captured by academicians worldwide and educators are actively adopting various social media tools for personal and professional use. However, with the multitude of available approaches and pedagogical ways, it becomes a challenge to select the most appropriate one for teaching related activities. The papers attempts to identify and analyse the social media competencies and their effect on the knowledge, skill and attitude to produce superior performance by teachers. The statistical technique of Structural Equation Modelling has been applied to develop a model. It was inferred that social media competencies have a significant impact on the core competencies of teachers to achieve superior performance. The results suggest that the use of social media should be encouraged and appropriate strategies should be devised for its usage to make learning more interesting and informative.

scholarly journals The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective

2020 ◽  
Vol 12 (21) ◽  
pp. 8789
Author(s):  
Luciana Chavez ◽  
Carla Ruiz ◽  
Rafael Curras ◽  
Blanca Hernandez
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
User Generated Content ◽  
Mixed Methods Approach ◽  
Equation Modelling ◽  
Travel Motivations ◽  
Tourism Destinations ◽  
Search For Information ◽  
Interactive Behaviour

This paper explores the influence of travel motivations and the gratification provided by social media in consumer stickiness to social media, intention to create user-generated content, and electronic word of mouth (eWOM) review adoption. The study follows a mixed-methods approach. First, a concept mapping study was undertaken to identify the main travel motivations and the gratifications provided by social media when consumers search for information on tourism destinations. A second study using structural equation modelling and SmartPLS 3.2.7 with a sample of 401 heavy users of social media showed the relationships between individual travel motivations and gratifications provided by social media and consumer stickiness, intention to share user-generated content (UGC), and eWOM review adoption.

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