Perception of Indian consumers towards social media advertisements in Facebook, LinkedIn, YouTube and Twitter

Natarajan, Thamaraiselvan; Balakrishnan, Janarthanan; Balasubramanian, Senthil Arasu; Manickavasagam, Jeevananthan

doi:10.1504/ijima.2014.067662

Cited by 13 publications

(10 citation statements)

References 57 publications

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“…Each social media platform has created its own identity in terms of what it can offer its users. For example, Twitter is an interactive microblogging social media platform that builds engagement via short message dissemination (Natarajan, Balakrishnan, Balasubramanian, & Manickavasagam, 2014; Walker, Baines, Dimitriu, & Macdonald, 2017). Twitter differs from other social media domains in multiple ways: namely, its ability to facilitate real‐time conversation, its precise format, its customer service, and its popularity in engagement (Ibrahim, Wang, & Bourne, 2017; Parmar, 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Mogaji

Balakrishnan

Kieu

2020

J of Consumer Behaviour

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Consumer engagement with brands on social media has been empirically proven. However, little is known about consumers' natural behaviour on social media, as literature on this topic is still in an early stage of its evolution. Accordingly, this study aims to investigate and understand the group interactions of consumer behaviour, with a specific focus on tweets within the UK energy sector. Energy is a significant utility in the United Kingdom, and the sector is evolving more rapidly than ever before, with pressure being applied to energy suppliers to meet the demands of consumers. This study draws on social capital theory to investigate how UK consumers engage with their suppliers, as well as the knowledge‐sharing capabilities of the Twitter community. In Study 1, Python was used to conduct tweet mining and sentiment analysis to investigate the polarity in consumer engagement with 82 energy companies in the United Kingdom. Results indicated overall positive sentiments towards the energy suppliers, although the level of engagement varies across the different groups of suppliers. Study 2 followed up with a qualitative insight into the factors shaping consumers' behaviour as they engage with brands on social media. A thematic model emerges in the form of an interrelated conceptual theory comprising three stakeholders, the key relationships between them, and their natural behaviours. This study offers a contemporary, essential, and interconnected understanding of consumer behaviour online with a focus on the energy sector, and further advances research into online consumer behaviour, sentiment analysis, netnography, and social media research.

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Section: Literature Reviewmentioning

confidence: 99%

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Mogaji

Balakrishnan

Kieu

2020

J of Consumer Behaviour

Self Cite

View full text Add to dashboard Cite

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“…The assessment of ads' value was addressed by nine articles (Logan, Bright & Gangadharbtla, 2012, Saxena & Khanna, 2013Dao et al, 2014;Dar et al, 2014;Deraz, Awuah & Abraha, 2015a;Deraz, Awuah & Abraha, 2015b;Haida & Rahim 2015;Martínez-Navarro & Bigné 2017;Shareef et al 2017). While the other four studies explored different constructs such as trust (Abdelkaader, 2013), beliefs (Natarajan et al, 2014;Beuckels, Cauberghe & Hudders, 2017), feelings (Morris, Choi & Ju, 2016), and advertising literacy (Lawlor, Dunne & Rowley, 2016 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 3 3 3 4 4 4 6 6 6 6 6 8 22…”

Section: Perception and Assessment Of Ads' Valuementioning

confidence: 99%

“…3. Pollay and Mittal's (1993) advertising beliefs and attitudes model (5 articles) (see Kamal & Chu, 2012;Natarajan et al, 2014;Mir, 2015;Natarajan et al, 2015;Dondolo, 2017). 4.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

Deraz¹

2019

17th International Conference on E-Society 2019

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A consequence of the growing number of the studies concerning ads on social networking sites, and the failure to provide an in-depth analysis of that stream of research is the need to adopt systematic approaches to assess and aggregate research outcomes. This article presents an up-to-date review of peer-reviewed relevant articles to consumers' responses to advertisements on SNSs. It helps to identify 100 relevant studies published in the period 2009-2017 from different management and social science fields; including marketing, advertising, communication, social science, and relationship management. It reflects six predominate research trends; 1) Antecedents of acceptance or avoidance of ads 2) Consumers' perception and assessment of ads' value 3) consumers' attitude towards ads 4) Consumers' purchase intention 5) Consumers' referral mechanism, and 6) Benefits gained. Also, the topics researched and major results, year of publication, journal, theoretical framework, research method, sampling, and means of analysis were examined for each article. It helps to provide an objective summary of research evidence on the antecedents of consumers' responses to ads on social networking sites. It concludes by offering an agenda for future studies.

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“…Others have carried out an online survey to compare consumers’ self-reported perceptions (e.g., entertainment, informativeness, etc.) toward advertisements on different social media (Facebook, Linkedin, Twitter, and YouTube; Natarajan, Balakrishnan, Balasubramanian, & Manickavasagam, 2014) or on Facebook versus Television (Logan et al, 2012). Finally, a couple of experimental lab studies have also been conducted.…”

Section: Introductionmentioning

confidence: 99%

How does interactivity of online media hamper ad effectiveness

Pleyers

Vermeulen

2019

International Journal of Market Research

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The development of the Internet has increasingly led to advertisements presented on rich and interactive websites offering users a high level of control over the contents they are exposed to—sometimes to the extent of allowing them to skip “unwanted” ads preceding the desired content. While previous studies have shown that such interactivity and control can positively impact users’ subjective experience and attitude toward the advertisements, the present study examined their impact on users’ attention to the ad (using eye-tracking) and actual ad effectiveness (ad memory). It relied on an experimental design allowing for comparing the effectiveness of similar ads that were presented by realistic interfaces simulating common types of online media (in addition to “traditional television” as a form of passive baseline comparison condition). The interfaces consisted of a news website (including many stimuli surrounding the ads and an “ad countdown timer,” that might detract users’ attention from the ads) and YouTube (also including the “skip ad” option). Ad memory correlated positively (negatively) with gaze direction to the ad area (outside the ad area) and was particularly low when users had the opportunity to stop the ad after a few seconds. These results emphasize the scale of ad effectiveness decrease that may occur when the media interfaces offer users easy ways of avoiding video ads by gazing toward surrounding stimuli and by skipping the ads. The implications of these findings for advertisers are addressed, and it is suggested that future studies on the topic should include other measures of ad effectiveness and other distracting factors that might further detract users from online ad video content in real-life contexts.

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Perception of Indian consumers towards social media advertisements in Facebook, LinkedIn, YouTube and Twitter

Cited by 13 publications

References 57 publications

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

How does interactivity of online media hamper ad effectiveness

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