DECODING SOCIAL MEDIA ENGAGEMENT: EFFECTS ON PERCEIVED INFORMATIVENESS, ENTERTAINMENT, AND INTRUSIVENESS IN MOBILE ADVERTISING

Authors

  • Ricky Martin Marketing Discipline Group, UTS Business School, University of Technology Sydney, Haymarket, Australia

DOI:

https://doi.org/10.37547/ijmef/Volume03Issue10-01

Keywords:

Social media engagement, Mobile advertising, Perceived informativeness

Abstract

This study delves into the intricate dynamics of social media engagement and its influence on the perceived qualities of paid mobile advertising. In the digital age, where mobile advertising is omnipresent, understanding the impact of user engagement on advertising effectiveness is crucial. Through a comprehensive analysis of user motivations for social media use, this research explores how engagement levels correlate with the perceived informativeness, entertainment value, and intrusiveness of mobile advertisements. The findings reveal nuanced insights into the interplay between user engagement and mobile advertising, offering valuable implications for advertisers seeking to optimize their strategies in the ever-evolving digital landscape.

References

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Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43-57.

Sundar, S. S., Xu, Q., Bellur, S., Oh, J., Jia, H., & Kim, H. S. (2014). Retweeting in health promotion: Analysis of tweets about Breast Cancer Awareness Month. Computers in Human Behavior, 34, 30-38.

Yang, H., & Shin, W. (2016). Determinants of public engagement in corporate social responsibility communication on Facebook. Public Relations Review, 42(3), 462-466.

Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 1-27.

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Published

2023-10-01

How to Cite

Ricky Martin. (2023). DECODING SOCIAL MEDIA ENGAGEMENT: EFFECTS ON PERCEIVED INFORMATIVENESS, ENTERTAINMENT, AND INTRUSIVENESS IN MOBILE ADVERTISING. International Journal Of Management And Economics Fundamental, 3(10), 01–07. https://doi.org/10.37547/ijmef/Volume03Issue10-01

Issue

Vol. 3 No. 10 (2023): Volume 03 Issue 10

Section

Articles

License

Copyright (c) 2023 Ricky Martin

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.