Displays public preferences in

Social preferences in media advertising

Bellarmine A. Ezumah

Murray State University - College of Business

Because most people consider advertising an irritant and a distraction and would avoid it should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students’ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites (SMNSs). Employing the concept of reciprocity (of replicating offline attitudes online) and the flow theory that relates one’s concentration on an activity and its impact on other occurrences happening around him or her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed — Facebook, MySpace, Twitter, and LinkedIn — a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.

Number of Pages in PDF File: 17

Keywords: Online advertising, Facebook, Twitter, LinkedIn, Flow Theory

working papers series

Feedback to SSRN

Paper statistics
Cambridge University Press Collective Preferences in Democratic Politics: Opinion Surveys and the Will of the People
Book (Cambridge University Press)
  • Used Book in Good Condition

5 social tips to try: agency dos and don'ts  — Hotelier Middle East
.. to outsource your entire social media activities to an agency. Often, a hybrid approach is far more suitable.

Psychology Press Creating Images and the Psychology of Marketing Communication (Advertising and Consumer Psychology)
Book (Psychology Press)
  • Used Book in Good Condition
Allworth Press The Soul of the New Consumer : The Attitudes, Behavior, and Preferences of E-Customers
Book (Allworth Press)
  • Used Book in Good Condition
KeyApps Ltd Graduate Jobs
Mobile Application (KeyApps Ltd)
  • - Precise search filtering
  • - Set job alerts specific to your profile preferences
  • - Store Jobs in your favourite folders
  • - Request call backs directly from a consultant
  • - Must read industry news updated weekly straight to your phone
  • - Full Social integration
Prentice Hall Consumer Behavior: In Fashion
Book (Prentice Hall)
  • Used Book in Good Condition

Popular Q&A

avatar
Is the BBC being used as part of apple and other social media companies marketing and advertising ?

Are people in the BBC being paid to endorse apple, android and other products ?

No, would be great though if they were, they get a pittance as salary.

Related Posts