Investigating the Impact of Ad Formats and Ad Intrusiveness on Social Media Ad Effectiveness in the Fashion Market in Egypt
Journal Title: International Journal of Social Science And Human Research - Year 2022, Vol 5, Issue 05
Abstract
This paper aims to investigate advertising effectiveness in various social media platforms in the fashion industry in Egypt. 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 attitude towards online ad formats, ad intrusiveness, product involvement 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 the attitude towards static ads has a positive significant impact on social media ad effectiveness which is similar to the positive impact of using rich media ads (video/audio) on ad effectiveness. Furthermore, it is observed that video ads score higher as being more pleasant while static ads score higher for being more believable and convincing as perceived by Egyptians. Moreover, ad intrusiveness is found to have a significant negative effect on ad effectiveness. In the same context, this study shows a significant moderation relationship between Product involvement, ad intrusiveness and social media ad effectiveness.
Authors and Affiliations
Mohamed Abdelazim Abo El-Naga, Marwa Tarek Abd El Azeem, Rana Wagdi Abdel-moneam
Keywords
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- EP ID EP703664
- DOI 10.47191/ijsshr/v5-i5-09
- Views 104
- Downloads 0
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