Role of personalization in shaping attitudes towards social media ads

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dc.authorid0000-0002-5652-8694
dc.contributor.authorAydın, Gökhan
dc.date.accessioned2022-09-26T07:43:34Z
dc.date.available2022-09-26T07:43:34Z
dc.date.issued2021
dc.departmentİstanbul Medipol Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimi Bölümü
dc.description.abstractThe present article aims to understand attitudes towards social media ads, one of the most recent and rapidly growing forms of digital advertisements. So far, little attention has been paid in developing countries to the most rapidly growing type of advertising and the present study aims to contribute to fill this research gap. A survey study was carried out to understand the attitudes using Ducoffe's advertising value model and extending it by the inclusion of "rewards" and "personalization" constructs. Facebook ads are used as a proxy for social media ads and a total of 327 questionnaires were collected from Turkish consumers, which were filtered down to 281 and analyzed using structural equation modelling. The findings indicate that credibility, personalization, informativeness and entertainment have direct positive effects on advertising value and have indirect effects on attitudes towards social media ads. Personalization emerged as a significant factor affecting all other related constructs.
dc.identifier.citationAydın, G. (2021). Role of personalization in shaping attitudes towards social media ads. Research Anthology on Strategies for Using Social Media as a Service and Tool in Business içinde (1302-1327. ss.). IGI Global. https://dx.doi.org/10.4018/978-1-7998-9020-1.ch064
dc.identifier.doi10.4018/978-1-7998-9020-1.ch064
dc.identifier.endpage1327
dc.identifier.isbn9781799890218
dc.identifier.isbn9781799890201
dc.identifier.scopus2-s2.0-85137417305
dc.identifier.scopusqualityN/A
dc.identifier.startpage1302
dc.identifier.urihttps://dx.doi.org/10.4018/978-1-7998-9020-1.ch064
dc.identifier.urihttps://hdl.handle.net/20.500.12511/9754
dc.indekslendigikaynakScopus
dc.institutionauthorAydın, Gökhan
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofResearch Anthology on Strategies for Using Social Media as a Service and Tool in Businessen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectSocial Media
dc.subjectRole of Personalization
dc.subjectAttitudes
dc.titleRole of personalization in shaping attitudes towards social media ads
dc.typeBook Chapter

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