The advertising value of Twitter Ads: a study among Mexican Millennials

Abstract

Purpose -This study set out to measure the perceived Advertising Value of Twitter ads on a large sample of Mexican Millennials.Design/methodology/approach -An online survey was used to collect data among 630 university students. The hypothesized antecedents of Advertising Value were Informativeness, Entertainment, Irritation and Credibility. The model was estimated using Partial Least Squares.Findings -Results indicate Informativeness and Entertainment were the strongest predictors, with Credibility in third place. In addition, Credibility displayed gender effects: it was significant for female respondents but not for males. Irritation failed to reach statistical significance in most subsamples, suggesting Twitter ads are more acceptable to Millennials than other advertising formats.Originality/value -Millennials tend to dismiss traditional advertising formats. At the same time they are heavy users of Social Networking Sites. This research provides the first empirical estimation of the Ducoffe model of Advertising Value in the microblogging service Twitter, and the first application of this robust model of web advertising to a Latin American sample. Our results have important implications for both regional and global brands targeting Millennials.

Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response

“…The path estimates for these variables (credibility and informativeness) are consistent with the results from the studies of social media advertising [22,26,30,33,38]. However, in the case of entertainment, the influence on SMAV is very weak.…”

“…Entertainment came in third in terms of the size of its effect on social media advertising value, but its relevance is very low. Lastly, irritation came out as the weakest predictor of SMAV in this study, failing to reach a significance level [26,30,41]. A possible explanation would be that the sample has clicked on social media advertising at some point, and for these, the path estimates for irritation came out as non-significant.…”

The Effect of Social Networks Advertisements on Egyptian Consumers’ Purchase Behaviour

“…There is consensus among authors that the main function of advertising is to provide consumers with information that help them forming attitude, and subsequent buying behavior toward a product and/or a brand (e.g. Saxena & Khanna, 2013;Murillo, Merino & Nunez, 2016;Ducoffe, 1996). In addition, it provides existing and potential consumers with information about alternative products (Gao & Koufaris, 2006), modified products, along with any changes in the prices (Nwagwu & Famiyesin, 2016).…”

“…Informativeness feature plays a pivotal role in accelerating the acceptance rate of the advertisement by the consumers (Ducoffe, 1996). For advertisement information to be effective, it has to be up-to-date, timely, easily accessible and relevant to the target audience (Murillo et al, 2016). Accordingly, consumers perceive such advertisements as valuable and worth watching (Saxena & Khanna, 2013).…”

“…Duffet, 2015); Twitter (e.g. Murillo et al, 2016); and YouTube (e.g. Yang, Huang, Yang & Yang, 2017).…”