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dc.contributor.authorAydın, Gökhan
dc.date.accessioned10.07.201910:49:13
dc.date.accessioned2019-07-10T19:50:26Z
dc.date.available10.07.201910:49:13
dc.date.available2019-07-10T19:50:26Z
dc.date.issued2018en_US
dc.identifier.citationAydın, G. (2018). Role of personalization in shaping attitudes towards social media ads. International Journal of E-Business Research, 14(3), 54-76. https://dx.doi.org/10.4018/IJEBR.2018070104en_US
dc.identifier.issn1548-1131
dc.identifier.issn1548-114X
dc.identifier.urihttps://dx.doi.org/10.4018/IJEBR.2018070104
dc.identifier.urihttps://hdl.handle.net/20.500.12511/1983
dc.descriptionWOS: 000456532200004en_US
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.en_US
dc.language.isoengen_US
dc.publisherIgi Globalen_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectDigital Advertisingen_US
dc.subjectFacebook Adsen_US
dc.subjectSocial Media Adsen_US
dc.subjectSocial Media Marketingen_US
dc.subjectSocial Networking Sitesen_US
dc.titleRole of personalization in shaping attitudes towards social media adsen_US
dc.typearticleen_US
dc.relation.journalInternational Journal of E-Business Researchen_US
dc.departmentİstanbul Medipol Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimi Bölümüen_US
dc.authorid0000-0002-5652-8694en_US
dc.identifier.volume14en_US
dc.identifier.issue3en_US
dc.identifier.startpage54en_US
dc.identifier.endpage76en_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.identifier.doi10.4018/IJEBR.2018070104en_US


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