Investigating the Impact of Ad Characteristics on Social Media Ad Effectiveness in Egypt: Online Customer Engagement as a Mediator
Journal Title: International Journal of Social Science And Human Research - Year 2022, Vol 5, Issue 05
Abstract
Purpose – This paper aims to investigate advertising effectiveness in various social media platforms. The present study uses a proposed framework to explore online advertising in Egypt. From a theoretical point of view, this study examines the relationship among three groups of factors including ad characteristics (perceived ad informativeness/ perceived ad entertainment, vividness, interactivity), online customer engagement and social media ad effectiveness among Egyptian consumers. Design/methodology – The study examines advertising effectiveness in social media in terms of ad attitude and loyalty intentions. An online survey was conducted with 1300 social media users. Findings – The results indicate that there’s a significant positive impact of perceived ad informativeness on ad effectiveness whilst perceived ad entertainment, vividness and interactivity impact on ad effectiveness is insignificant. furthermore, it is observed that perceived ad informativeness and perceived ad entertainment have a positive significant impact on online customer engagement as perceived by Egyptians. Moreover, online customer engagement is found to have a significant positive effect on ad effectiveness. furthermore, online customer engagement is found to mediate the relationship between ad characteristics and social media ad effectiveness.
Authors and Affiliations
Mohamed Abdelazim Abo El-Naga, Marwa Tarek Abd El Azeem, Rana Wagdi Abdel-moneam
Keywords
Related Articles
- EP ID EP704359
- DOI 10.47191/ijsshr/v5-i5-35
- Views 111
- Downloads 0
Principal’s Transformational Leadership in Developing a Positive and Happy School Organizational Culture
This study aims to analyze the role of principals’ transformational leadership in developing a positive and happy school culture. A qualitative literature review method was employed, focusing on scholarly articles publis...
Understanding the Article of Delegation of the Law and the Legal Implications of the Formation of Implementing Regulations by the President But the Time Limit Has Been Passed Mandated by Law
Delegation of statutory regulations is often interpreted as an order to make equivalent rules or inferior rules in the form of implementing regulations. This delegation is stated in the article of the Law. It becomes a d...
Spatial Narrative and Critique of Reality in The American Film “Breaking”
The American film and television production “Breaking” (originally titled 892) is an independent film of a documentary nature. Through the experience of a veteran, the film reveals the tragedy under the illusion of so-ca...
Downgraders as Directive Speech Act’s Internal Modifications in the Official Talkshow of Covid-19 in Indonesia
This research which used qualitative method aims to describe the types of directive speech acts that use downgraders as internal modifications and classify the illocutionary directive speech acts in the Covid-19 talk sho...
Representation of Marhaenism Ideology in Joko Widodo's News Photos In Online Media
Photography is a form of nonverbal communication in visual form, and an intermediary medium to interpret something, a form of expression, and to create, produce, and change meaning or reality. On this basis, this study e...