SCROLLING THROUGH SOCIAL SPACES: UNVEILING USER MOTIVATIONS AND EVALUATING THE INFLUENCE ON EFFECTIVENESS IN PAID MOBILE ADVERTISING
DOI:
https://doi.org/10.37547/ijmef/Volume04Issue01-01Keywords:
Social media use, user motivations, paid mobile advertisingAbstract
This research investigates user motivations for social media use and explores their impact on the effectiveness of paid mobile advertising. Titled "Scrolling Through Social Spaces: Unveiling User Motivations and Evaluating the Influence on Effectiveness in Paid Mobile Advertising," the study employs a mixed-methods approach, combining surveys, user interviews, and advertising performance metrics. By examining the intersections of user motivations, perceived informativeness, entertainment value, and intrusiveness in paid mobile advertising, this research contributes nuanced insights to the realm of digital marketing. The findings aim to inform advertisers and marketers about the factors influencing user engagement and receptivity to paid content on social media platforms.
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Copyright (c) 2024 James Walker
This work is licensed under a Creative Commons Attribution 4.0 International License.
