Why we ignore social networking advertising

Hadija, Zeljka; Barnes, Susan B.; Hair, Neil

doi:10.1108/13522751211191973

Cited by 63 publications

(41 citation statements)

References 13 publications

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“…On the other hand, the study of Hadija, Barnes, and Hair (2012) found that the users of online social networks do not dislike advertisements, but just simply do not notice them. Other content found in online social networks mitigates the attractiveness of the advertisements.…”

Section: Study Advertising and Public Relation Factors Affecting Audimentioning

confidence: 99%

The Relationship Between Marketing Promotion of Historical Tourism and Tourist Motivation of Domestic Tourists: Case Study of KohYoh, Songkhla Province, Thailand

Marangkun¹,

Thipjumnong²

2017

JTHM

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Tourism is the significant hospitality industry of Thailand in terms of economic development and social development. According to the statistics, the number of tourists is increasing every year. In 2012, Thailand gained 5,515.94 million Baht from domestic tourists that increased 30.79% from the previous year's income at the same period. This research is survey and cross-sectional study aimed to find the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourists in KohYoh, Songkhla Province. The purpose of this study is to study the factors of marketing promotion affecting push and pull motivations of domestic tourists. The researcher applied structured questionnaire based on 5-level rating scale. The sample was selected by convenience sampling and calculated by Yamane's (1967) Formula as 400 samples. The data collection consumed six months between July and December 2013. The data are analyzed by descriptive statistics, Pearson's Product Moment Coefficients and Multiple Regression to describe the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourist. The result found that: (1) factors of marketing promotion affecting push motivation of domestic tourists at statistical significance of 0.01 are sales promotion (t = 13.534, sig. = 0.000) and public relations (t = 3.426, sig. = 0.001), which influenced the prediction power at 36.9% and std. error of the estimate = 0.559; (2) factors of marketing promotion related to pull motivation of domestic tourists at statistical significance of 0.01 are public relations (t = 15.299, sig. = 0.000), promotion (t = 5.293, sig. = 0.000), and advertising (t = 2.709, sig. = 0.007), which influenced the prediction power at 45.8% and std. error of the estimate = 0.429.Keywords: marketing promotion, push motivation, pull motivation, domestic tourists IntroductionTourism is the significant hospitality industry of Thailand in terms of economic and social development. In 2012, the tourism generated 5,515.94 million Bath for Thailand. The National Statistic Office indicated that the number of tourists is increasing every year. In 2012, there are 1,492,589 tourists who traveled in Songkhla Province (1,119,724 domestic tourists and 372,865 foreign tourists) that calculated as 30.94% increasing from 2011 (Department of Tourism, 2013 Thai public and private sectors promoted the historical tourism to motivate the tourists to visit Thailand by marketing promotion which included advertisement, public relations, sales promotion, and personal selling. Whereas, the result of survey represented that 42.7% or more of the domestic tourists perceived travel information from word of mouth, 15.6% from television, and 3.1% from Tourism Authority of Thailand (Tourism Statistic Record in the South of Thailand, National Statistical Office, 2011). Marangkun et al. (2012) found that it is difficult for KohYoh to generate marketing promotion because there are a lot of departments (both tourism departments and histor...

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Section: Study Advertising and Public Relation Factors Affecting Audimentioning

confidence: 99%

The Relationship Between Marketing Promotion of Historical Tourism and Tourist Motivation of Domestic Tourists: Case Study of KohYoh, Songkhla Province, Thailand

Marangkun¹,

Thipjumnong²

2017

JTHM

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“…Maxwell (2013) reported that online shoppers displayed positive cognitive responses towards brand SNS, but had unfavorable conative attitudes. Hadija et al (2012) determined little cognition (cognitive response) and indifferent affective attitudes towards social media advertising among 20 college students in the US. Kumar et al (2013) ascertained that WOM on SNS resulted in the rise of cognitive and behavioral responses towards brands when consumers with a large influence disseminate the marketing content among their social network of friends.…”

Section: Im Advertising Effect On Teenager Attitudesmentioning

confidence: 99%

Effect of Instant Messaging Advertising on the Hierarchy‐of‐Effects Model Amid Teenagers in South Africa

Duffett

2016

E J Info Sys Dev Countries

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The rapid growth of social media has resulted in digital information and communications technology (ICT) channels for individuals, especially the youth, to connect with each other and the rest of their world. Consequently, instant messaging (IM), social network sites (SNS) and other mobile applications have become an integral part of life, as well as a daily destination for billions of young individuals, offering them a novel and instant means of communication in this interactive ICT space. The increase of social media adoption has captured the attention of marketers and consumers alike on a global scale, and with the fast changing communication environments, marketers now confront new challenges in terms of understanding consumer behavior, attitudinal responses and consumption patterns in the new millennium. However, there is a lack of research into young consumers' attitudes towards advertising on IM platforms in emerging nations. Mxit is the largest locally founded IM channel in South Africa (SA) and, hence, this inquiry examines the effect of IM (Mxit) advertising on the hierarchy-of-effect model attitude stages among teenagers in SA. The results of the investigations found favorable attitudes towards IM advertising among teenagers, which makes an important contribution to the deficiency of IM inquiry in developing economies. This study should also aid organizations and their brands to comprehend what makes teenagers develop positive attitudes as a result of IM advertising, thereby assisting with the improvement of promotion strategies on this expansive and predominantly mobile IM platform landscape in SA.

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“…Nielsen and Vizu [42] reported that marketers planned to continue to increase (63 %) their online advertising expenditure in 2013 in order to create direct responses and to establish brand awareness. Conversely, Hadija et al [30] concluded that social network users did notice the advertising, but focused on the content, such as the newsfeed and friends' profiles. Although several of the advertisements on the SNS did catch their attention owing to design, color, tagline and so forth, these were quickly overlooked in favor of more stimulating content; however, this was only a small qualitative study that included twenty respondents.…”

Section: Key Findingsmentioning

confidence: 99%

“…A number of studies have identified Generation Y as the main users of online digital and online technological gadgets and innovations such as SNS and mobile applications and, consequently, a target market for online marketers [16,30,38,49,61]. Furthermore, several studies have revealed that students are the primary users of SNS [32,51,52,57], and are hence exposed to advertising on SNS such as Facebook.…”

Section: Samplingmentioning

confidence: 99%

“…Research on SNA is still in its exploratory stage, especially in developing countries such as SA. A majority of studies that have investigated various aspects of SNA have been conducted in Europe and the United States (US) [3,4,30,31,38,39,50,66], while the fastest growing SNS audiences are in emerging regions such as Africa, the Middle East and Asia-Pacific, where SNS use may differ significantly [22]. Consequently, this study aims to provide insights into Facebook advertising's impact from a SA perspective, where a quarter of the population can be categorized into Generation Y cohort [58].…”

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confidence: 99%

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The influence of Facebook advertising on cognitive attitudes amid Generation Y

Duffett

2015

Electron Commer Res

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Social media has irrevocably transformed the manner in which society communicates and has altered perceptions and attitudes. The proliferation of Facebook usage has connected consumers to each other, to marketers and to brands in a manner that is as inventive, and has altered the world as we know it. However, research on Facebook is still in its infancy in an emerging country such as South Africa. Generation Y is a significant consumer group and, consequently, their attitudes towards social media advertising are of significant importance to marketers. This has triggered the question whether the largest social medium's marketing communications effectively reaches young adults in South Africa, and what influence it has on their cognitive attitudes, which leads to their buying behavior. The results suggest that Facebook advertising has a favorable effect on the awareness and knowledge hierarchy-of-effects model levels amongst Generation Y in South Africa. The research is beneficial to marketers who intend to make use of this powerful conduit to target this vacillating cohort.

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Why we ignore social networking advertising

Cited by 63 publications

References 13 publications

The Relationship Between Marketing Promotion of Historical Tourism and Tourist Motivation of Domestic Tourists: Case Study of KohYoh, Songkhla Province, Thailand

The Relationship Between Marketing Promotion of Historical Tourism and Tourist Motivation of Domestic Tourists: Case Study of KohYoh, Songkhla Province, Thailand

Effect of Instant Messaging Advertising on the Hierarchy‐of‐Effects Model Amid Teenagers in South Africa

The influence of Facebook advertising on cognitive attitudes amid Generation Y

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