Consumer Perceptions towards Unsolicited Advertisements on Social Media
The practice of unsolicited advertisements on social media has grown prevalent. This data article presents 837 US-based social media users’ consumer perceptions of such advertisements. Understanding how consumers perceive unsolicited advertising is vital to developing effective digital marketing str...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-10-01
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| Series: | Data |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2306-5729/7/10/138 |
| _version_ | 1797473962933878784 |
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| author | Rhoderick Romano Jeongsoo Han |
| author_facet | Rhoderick Romano Jeongsoo Han |
| author_sort | Rhoderick Romano |
| collection | DOAJ |
| description | The practice of unsolicited advertisements on social media has grown prevalent. This data article presents 837 US-based social media users’ consumer perceptions of such advertisements. Understanding how consumers perceive unsolicited advertising is vital to developing effective digital marketing strategies. Data collection was via an online survey adopting multi-measurement items from extant studies for reliability and validity. The data showed high internal consistency with Cronbach’s alpha testing, and confirmatory factor analysis (CFA) found the measurement model valid. Goodness-of-fit indices showed a good fit with the data. Finally, convergent and discriminant validity was confirmed using the composite reliability, average variance extracted (AVE), and correlations among constructs. Further research may utilise the data using inferential analysis techniques to add to our understanding of consumer perceptions of unsolicited advertising on social media. |
| first_indexed | 2024-03-09T20:23:38Z |
| format | Article |
| id | doaj.art-c508f3323475433a870971211d803836 |
| institution | Directory Open Access Journal |
| issn | 2306-5729 |
| language | English |
| last_indexed | 2024-03-09T20:23:38Z |
| publishDate | 2022-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Data |
| spelling | doaj.art-c508f3323475433a870971211d8038362023-11-23T23:41:28ZengMDPI AGData2306-57292022-10-0171013810.3390/data7100138Consumer Perceptions towards Unsolicited Advertisements on Social MediaRhoderick Romano0Jeongsoo Han1Business School, Middlesex University Dubai, Dubai P.O. Box 500697, United Arab EmiratesBusiness School, Middlesex University Dubai, Dubai P.O. Box 500697, United Arab EmiratesThe practice of unsolicited advertisements on social media has grown prevalent. This data article presents 837 US-based social media users’ consumer perceptions of such advertisements. Understanding how consumers perceive unsolicited advertising is vital to developing effective digital marketing strategies. Data collection was via an online survey adopting multi-measurement items from extant studies for reliability and validity. The data showed high internal consistency with Cronbach’s alpha testing, and confirmatory factor analysis (CFA) found the measurement model valid. Goodness-of-fit indices showed a good fit with the data. Finally, convergent and discriminant validity was confirmed using the composite reliability, average variance extracted (AVE), and correlations among constructs. Further research may utilise the data using inferential analysis techniques to add to our understanding of consumer perceptions of unsolicited advertising on social media.https://www.mdpi.com/2306-5729/7/10/138marketingsocial media advertisementconsumer perceptionintrusivenessprivacy concernsocial media ad avoidance behaviour |
| spellingShingle | Rhoderick Romano Jeongsoo Han Consumer Perceptions towards Unsolicited Advertisements on Social Media Data marketing social media advertisement consumer perception intrusiveness privacy concern social media ad avoidance behaviour |
| title | Consumer Perceptions towards Unsolicited Advertisements on Social Media |
| title_full | Consumer Perceptions towards Unsolicited Advertisements on Social Media |
| title_fullStr | Consumer Perceptions towards Unsolicited Advertisements on Social Media |
| title_full_unstemmed | Consumer Perceptions towards Unsolicited Advertisements on Social Media |
| title_short | Consumer Perceptions towards Unsolicited Advertisements on Social Media |
| title_sort | consumer perceptions towards unsolicited advertisements on social media |
| topic | marketing social media advertisement consumer perception intrusiveness privacy concern social media ad avoidance behaviour |
| url | https://www.mdpi.com/2306-5729/7/10/138 |
| work_keys_str_mv | AT rhoderickromano consumerperceptionstowardsunsolicitedadvertisementsonsocialmedia AT jeongsoohan consumerperceptionstowardsunsolicitedadvertisementsonsocialmedia |