Beschreibung
The purpose of this paper is to compare customers perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of Print media advertising. Data was collected through questionnaire from a sample of 235 and was analyzed using SPSS. The analysis indicated that Ducoffes Ad Value model does provide a good fit for assessing advertising value in social media and print media. The respondents assessed ad value on the basis of Entertainment and informativeness(higher for social media). In examining the relative importance of each component of Ducoffes model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (Print media) and non-traditional media (SNSs). If practitioners seek to interact via SNSs with young consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals. This investigation provides the impetus for future research about consumers perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.
Autorenporträt
Mr.Ahmad Nadeem is a instructor at the Virtual University of Pakistan where he serves as Marketing subject specialist. He is also the author of many scientific publications.
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