assignment 1
The current issue and full text archive of this journal is available at www.emeraldinsight.com/2040-7122.htm JRIM
6,3
Facebook versus television: advertising value perceptions among females
164
Kelty Logan
Journalism and Mass Communication, University of Colorado,
Boulder, Colorado, USA
Laura F. Bright
Schieffer School of Journalism, Texas Christian University,
Fort Worth, Texas, USA, and
Harsha Gangadharbatla
School of Journalism and Communication, University of Oregon,
Eugene, Oregon, USA
Abstract
Purpose – The purpose of this paper is to compare female students’ perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.
Design/methodology/approach – An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample
(n ¼ 259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.
Findings – The analysis indicated that Ducoffe’s Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing
Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).
Research limitations/implications – In examining the relative importance of each component of
Ducoffe’s model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non-traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.
Practical implications – If practitioners
6,3
Facebook versus television: advertising value perceptions among females
164
Kelty Logan
Journalism and Mass Communication, University of Colorado,
Boulder, Colorado, USA
Laura F. Bright
Schieffer School of Journalism, Texas Christian University,
Fort Worth, Texas, USA, and
Harsha Gangadharbatla
School of Journalism and Communication, University of Oregon,
Eugene, Oregon, USA
Abstract
Purpose – The purpose of this paper is to compare female students’ perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.
Design/methodology/approach – An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample
(n ¼ 259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.
Findings – The analysis indicated that Ducoffe’s Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing
Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).
Research limitations/implications – In examining the relative importance of each component of
Ducoffe’s model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non-traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.
Practical implications – If practitioners