Effects of site interactivity and site informativeness on perception of advertisements on social networking sites.
This study aims to understand how site interactivity and site informativeness can impact perception of advertisements (ad affect and ad content) on social networking sites. In a laboratory experiment, 300 participants were asked to view an advertisement on Facebook pages of varying levels of interac...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2011
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/43841 |
| _version_ | 1811686323236372480 |
|---|---|
| author | Chua, Benjamin Chun Meng. Goh, Nicholas Boon Choon. Goh, Minsi. |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Chua, Benjamin Chun Meng. Goh, Nicholas Boon Choon. Goh, Minsi. |
| author_sort | Chua, Benjamin Chun Meng. |
| collection | NTU |
| description | This study aims to understand how site interactivity and site informativeness can impact perception of advertisements (ad affect and ad content) on social networking sites. In a laboratory experiment, 300 participants were asked to view an advertisement on Facebook pages of varying levels of interactivity and informativeness. Results indicate that there is a significant interaction effect between site interactivity and site informativeness. In addition, higher levels of site interactivity and informativeness had the most positive impact on ad perception. Implications for research and practice were also discussed. |
| first_indexed | 2024-10-01T04:58:35Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/43841 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:58:35Z |
| publishDate | 2011 |
| record_format | dspace |
| spelling | ntu-10356/438412023-05-19T07:23:11Z Effects of site interactivity and site informativeness on perception of advertisements on social networking sites. Chua, Benjamin Chun Meng. Goh, Nicholas Boon Choon. Goh, Minsi. Nanyang Business School Khoo Hong Meng DRNTU::Business::Advertising This study aims to understand how site interactivity and site informativeness can impact perception of advertisements (ad affect and ad content) on social networking sites. In a laboratory experiment, 300 participants were asked to view an advertisement on Facebook pages of varying levels of interactivity and informativeness. Results indicate that there is a significant interaction effect between site interactivity and site informativeness. In addition, higher levels of site interactivity and informativeness had the most positive impact on ad perception. Implications for research and practice were also discussed. BUSINESS 2011-04-29T06:58:27Z 2011-04-29T06:58:27Z 2011 2011 Final Year Project (FYP) http://hdl.handle.net/10356/43841 en Nanyang Technological University 53 p. application/pdf |
| spellingShingle | DRNTU::Business::Advertising Chua, Benjamin Chun Meng. Goh, Nicholas Boon Choon. Goh, Minsi. Effects of site interactivity and site informativeness on perception of advertisements on social networking sites. |
| title | Effects of site interactivity and site informativeness on perception of advertisements on social networking sites. |
| title_full | Effects of site interactivity and site informativeness on perception of advertisements on social networking sites. |
| title_fullStr | Effects of site interactivity and site informativeness on perception of advertisements on social networking sites. |
| title_full_unstemmed | Effects of site interactivity and site informativeness on perception of advertisements on social networking sites. |
| title_short | Effects of site interactivity and site informativeness on perception of advertisements on social networking sites. |
| title_sort | effects of site interactivity and site informativeness on perception of advertisements on social networking sites |
| topic | DRNTU::Business::Advertising |
| url | http://hdl.handle.net/10356/43841 |
| work_keys_str_mv | AT chuabenjaminchunmeng effectsofsiteinteractivityandsiteinformativenessonperceptionofadvertisementsonsocialnetworkingsites AT gohnicholasboonchoon effectsofsiteinteractivityandsiteinformativenessonperceptionofadvertisementsonsocialnetworkingsites AT gohminsi effectsofsiteinteractivityandsiteinformativenessonperceptionofadvertisementsonsocialnetworkingsites |