Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius
The purpose of this research is to investigate the effectiveness of ‘sponsored’ labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research brings...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius Gediminas Technical University
2024-03-01
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| Series: | Journal of Business Economics and Management |
| Subjects: | |
| Online Access: | https://btp.vgtu.lt/index.php/JBEM/article/view/21109 |
| _version_ | 1797253638153830400 |
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| author | Eric Bindah Leenshya Gunnoo |
| author_facet | Eric Bindah Leenshya Gunnoo |
| author_sort | Eric Bindah |
| collection | DOAJ |
| description |
The purpose of this research is to investigate the effectiveness of ‘sponsored’ labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research brings forward a conceptual model of six constructs (customisation, informativeness, entertainment, intrusiveness, brand awareness and Purchase intention) to quantitatively understand the effectiveness of targeted ads on Meta Platforms. A sample of 382 students participated in the survey, where 333 valid responses were used for further analysis. In this research, Confirmatory Factor Analysis was utilised to examine the measurement model for brand awareness, customization, informativeness value, entertainment value, intrusiveness value, and purchase intention. The fit indices indicated a reasonable fit between the model and the data. Using Structural Equation Modelling to test the model, the regression weight between customisation, informativeness, entertainment, intrusiveness and brand awareness were statistically significant. The regression weight between brand awareness and purchase intention was also statistically significant. Practically, the findings emphasize the need for marketers and advertisers to invest in strategies that effectively increase brand awareness through targeted advertising.
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| first_indexed | 2024-04-24T21:37:14Z |
| format | Article |
| id | doaj.art-4886555b2e254966bcd5a23507117758 |
| institution | Directory Open Access Journal |
| issn | 1611-1699 2029-4433 |
| language | English |
| last_indexed | 2024-04-24T21:37:14Z |
| publishDate | 2024-03-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Journal of Business Economics and Management |
| spelling | doaj.art-4886555b2e254966bcd5a235071177582024-03-21T16:24:44ZengVilnius Gediminas Technical UniversityJournal of Business Economics and Management1611-16992029-44332024-03-0125110.3846/jbem.2024.21109Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of MauritiusEric Bindah0Leenshya Gunnoo1Faculty of Law and Management, University of Mauritius, MauritiusSchool of Business, Management and Finance, University of Technology Mauritius, Mauritius The purpose of this research is to investigate the effectiveness of ‘sponsored’ labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research brings forward a conceptual model of six constructs (customisation, informativeness, entertainment, intrusiveness, brand awareness and Purchase intention) to quantitatively understand the effectiveness of targeted ads on Meta Platforms. A sample of 382 students participated in the survey, where 333 valid responses were used for further analysis. In this research, Confirmatory Factor Analysis was utilised to examine the measurement model for brand awareness, customization, informativeness value, entertainment value, intrusiveness value, and purchase intention. The fit indices indicated a reasonable fit between the model and the data. Using Structural Equation Modelling to test the model, the regression weight between customisation, informativeness, entertainment, intrusiveness and brand awareness were statistically significant. The regression weight between brand awareness and purchase intention was also statistically significant. Practically, the findings emphasize the need for marketers and advertisers to invest in strategies that effectively increase brand awareness through targeted advertising. https://btp.vgtu.lt/index.php/JBEM/article/view/21109sponsored adsbrand awarenesscustomizationinformativeness valueentertainment valueintrusiveness value |
| spellingShingle | Eric Bindah Leenshya Gunnoo Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius Journal of Business Economics and Management sponsored ads brand awareness customization informativeness value entertainment value intrusiveness value |
| title | Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius |
| title_full | Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius |
| title_fullStr | Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius |
| title_full_unstemmed | Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius |
| title_short | Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius |
| title_sort | consumer behaviour towards sponsored labelled targeted advertisements on meta platforms in the context of mauritius |
| topic | sponsored ads brand awareness customization informativeness value entertainment value intrusiveness value |
| url | https://btp.vgtu.lt/index.php/JBEM/article/view/21109 |
| work_keys_str_mv | AT ericbindah consumerbehaviourtowardssponsoredlabelledtargetedadvertisementsonmetaplatformsinthecontextofmauritius AT leenshyagunnoo consumerbehaviourtowardssponsoredlabelledtargetedadvertisementsonmetaplatformsinthecontextofmauritius |