Study of Value Perception (Facebook V/S Print Media)

Language: English

Published by LAP LAMBERT Academic Publishing, 2016

3659865613 / 9783659865619

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nach der Bestellung gedruckt Neuware - Printed after ordering - The purpose of this paper is to compare customer's perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of Print media advertising. Data was collected through questionnaire from a sample of 235 and was analyzed using SPSS. The analysis indicated that Ducoffe's Ad Value model does provide a good fit for assessing advertising value in social media and print media. The respondents assessed ad value on the basis of Entertainment and informativeness(higher for social media). In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (Print media) and non-traditional media (SNSs). If practitioners seek to interact via SNSs with young consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals. This investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

Seller Inventory # 9783659865619

Title
Study of Value Perception (Facebook V/S Print Media)
Author
Ahmad Nadeem
Publisher
LAP LAMBERT Academic Publishing
Publication year
2016
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3659865613
ISBN 13
9783659865619
Item weight
102 grams
Dimensions
220x150x4 mm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

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