Social media advertisement
Literature review
The expectancy-value theory
According to the expectancy-value theory, it highlights how their beliefs will determine the responses of the individual customers. Knowledge is an aspect where an individual will have a subjective form of recognition that will alienate him or her from accepting a given commodity or service as compared to the other. For instance, the Social Media Advertisement (SMA) and the informativeness play a vital role in the determination of who should purchase and from which supplier. In as much as the suppliers will create the awareness through the advertisement, the customer will make the final decision through the cat of understanding eh value and the experience one has ever had in the before years. The belief in most cases is developed when an individual links a commodity whit a given form of tradition or culture and even the characters. When the belief’s trends grow, the customer’s expectancy-value towards a commodity will tremendously grow, calling for more and more forms of income that will be gained from that form of investments. As per the EV theory, the various components are then evaluated by the individual after the critical study to ascertain on what way to go as per the required value. This is a clear indication that advertisement through the social media is only meant to lure the customers but nit being decisive to their final opinion. During the evaluation process the individual will focus on the areas where, the SMA, is informative, its valuable and credible in the aforementioned aspects. The whole evaluation process will be attached to the object that is under question. This means that the product is so paramount on the final out to be achieved from the advertised product. Overall, the total evaluation towards an expectancy of a given product will be summated, thus calling for the re-evaluation of behavioral change among the customer’s attitudes.
Effects of SMA informativeness, entertainment, and credibility on SMA value
SMA is the social media form of advertisement that incorporates the consent of the individual persons, though displaying their names and pictures within the advert content. In most cases, these forms of publication revolve around those customers who have used a given commodity, and they are ready to air their experience. Advertising informativeness is also the aspect of informing the consumers on the information that pertains to a given product. Such kind of information can either match their needs and even the wants of those who produce, thus matching the total demand and supply rates. The balance in the market place is facilitated by the precise information on how many products are wanted and by whom at what point in time. Therefore, the advertising value is meant to describe the subjective nature that will focus on the subjectivity towards the consumers.
Per…..the consumers may research online to help them secure the information that is meant to satisfy their total utility towards a given commodity. The information available to them will help in achieving a given task or a problem that is under question. Increased information in social media will help in creating harmony towards the search for the increased knowledge and, thus, critical decisions making process. The creation of awareness in most cases centers around the required information in the social media that pertains to a given form of commodity. However, in most cases, the product information is limited, or it’s kind of ambiguous to some people. The information is meant to be timely, because it aims at directing the customers towards a given commodity in the market. Customer’s attention is attracted through their well-being and the presentation of the relevant information that will come in handy when needed most by the consumers. Attitude is an aspect that can be changed depending on the availability of information in the market that is given by the suppliers. This means that the presentation of information will open a leeway towards gaining the targeted number of customers in the entire market. Since, the rotation and responses from those who used the commodities before is also available in the social media, this aspect will open to give the challenge of the new customers. However, the information presented will only be meant for those people who are able to access the social media platform, making it a great task for the rest of the population.
Culture is one of the attributes that dictates what kind of information that is sort by the consumers. More communities tend to search more information from the interpersonal skills thus calling for the collective attractions of the entire purchasing power. The social media advertisement provides the information for such category of people who tend to focus more on the cultural aspect. This is because; there are a couple of responses on the media platform that relates to any question that is aired by the consumers. Since people hails from diverse cultures, it makes it easier for them to secure information from the consumer who the same the same beliefs. It is, therefore, relevant that those individual’s with the best collective knowledge, it will be available in the media platforms for easier decisions making process before buying a product or service.
……argues that EV theory is a form of literature evidence that facilitates the creation of informative information in Southern Europe that will help in transforming the economy. If advertisement will help in fulfilling the utility aspect, it means that all the necessary avenues will work towards the consumer informative information. It is therefore evident that consumers from south Europe are likely to consider the Social Media Advertisement as compared to other sources of creating awareness. In Taiwan, a research that was conducted ought to outline the relationship between advertising value and the accredited advertising information that is available in the social media. The following is the hypothesis that is arrived at from the entire research:
H1: advertising informativeness has a positive effect on the consumer’s perceived value of advertising in the social media environment
The advertisement on the entertainment will help in the presentation on likeability of the pleasure that will derive consumer satisfaction. Through the advertisement, the customer’s utility needs will be satisfied, thus calling for an increased form of purchases in the market. The process of creating awareness will act as a means of entertainment. This will create the effectiveness on the advertisement since it will create an emotional link to the brand new message in the general public. The Social media advertisement is, therefore, meant to satisfy the consumer’s needs.
H2: advertising entertainment has a positive influence on the consumers perceived, value of advertising in the SMA
Advertisement credibility is all about being honesty, truthfulness and being able to believe, of the content aired in the social media. The credibility of consumers will affect their attitudes and the behavior towards a given commodity. Since transitional market economy they are still immature, they will have to be tested of their appropriateness before use, thus calling for their positive outcomes. The immaturity experienced is bound to rapid changes to help in saving the information that pertains the relevant users. The transition is experienced in cases where customers are able to utilize more information available in social media for them to make concrete decisions before making purchases. During this time the trustworthy of the products is being tested through the kind of influence from the friends and other groups within the online platform. It is therefore, possible to note that the EV theory with the consumers will intuitively evaluate their reliability and accessibility towards the SMA and their participants. The best form of information is the one that is available prior before the exposure into a given form of product since the environment is ought to be ever mobile.
H3: advertising credibility has a positive effect on the consumer’s perceived value of advertising in the social media environment
The effect of SMA value on online purchase intention
According to this research, it is up to the customers to initiate the online purchase that will be necessitated as per the past history available. The purchase intention is the most reference form of behavior among the consumers. High purchase intentions are clear indication of successful e-marketing operations that takes places in all the media industries. Advertising in this category, acts as an activity of subjectivity, thus calling the consumers to respond positively towards the final purchasing power. According to the EV theory, the SMA helps in strengthening the intentions of good advertisers across the market realms. It is therefore, he support that is according from the available resources online that will call for improved form of purchase, making it work better and respond to an emergency for any future uncertainties.
H4: consumers’ perceived value of advertising has a positive effect on the purchase intention in the social media environment
Research methodology
Participants
The research participants are majorly, CCS and SNS who are acting as moderators, who are based on the social media environments. Research was designated to be facilitated through the help of Facebook and YouTube platforms that were helpful in the delivery of the relevant information to the intended users. The criteria for the determination of such information ought to have been capturing the identity of bigger participants using such kind of platforms. According to the research, Hong Kong was their state of study. It focused on the South Europe that has got at least 34 million internet users. This was 34% representation of the total population. In the state, Facebook and YouTube are ranked as the most popular social media platform that had to be used in the creation of the entire awareness. The participants had to be of specific age group, income level and intelligence to help in the selection of the preferred search of the relevant content.
Instruments
The research methods that are already in place will requires slight modification to fit into the current environment of SMA. According to the data collection strategies, a seven-point Likert type of scale will be employed, and all measurements indicated o help in further analysis. In informativeness and entertainment, constructs form of research are measured using three and form items, respectively. The scale ought to have originated from Ducoffe’s (1995) and the policy and Mittal’s (1993), in their research work. On the other hand, credibility measured by the use of the three-item scale that is perceived to have been adopted by McKenzie and Lutz (1989) in their study? Despite their originality in the development towards traditional form of advertisement and measures therein, it had to be applied in the scale of Web 1.0 that is based on the media. The purchase intention was measured through the help of the four-item scale that was adopted by Yoo and Donthu (2001). According to the authors, the following two media platforms were at the forefront of carrying out the advertisement, that is: SNS and the CCS.
Data collection procedures
The state has two higher institution systems, that is the private and public. For total representation, data collection had taken place in one of the universities that are Hanoi, which is based in the capital city. There were five surveyors, who were used and they had distributed two types of questioners that is for either Facebook or YouTube. They were filed at the entrance to the university. One out five of those who went through the entrance was supposed to participate in the data collection. In the first category, verbal filtering was at the cornerstone of the research. For instance, they were ask question like, are you an undergraduate in this institution? How frequent you use Facebook or YouTube?, etc. This is meant to select those students who have rich experience in the use of Facebook and YouTube from the said duration of the study, since they were to fill a double form of application. According to….there was at least participants who were involved in the data collection procedures. Finally around 294 questionnaire samples were collected for the two surveys conducted, that is for Facebook and YouTube.
Data analysis and results
The researcher is to employ the use of partial least square, that is, PLS, through the use of software of PLS as the main source used for data analysis. The selection of the PLS was because, it has the powerful predictability of the aforementioned results. This includes the indirect use of latent constructs through observing multiple indicators of data analysis. Through this the researchers are able to estimate the measurements and other structural parameters as the estimation equations. The PLS will be applied in the calculation of validity and other reliability that is composite reliability and the average explained variance explained. However, the PLS will help at regulating the limitations of the covariance that are based the modeling equation.
The participants were able to form two samples that were to records the results about the SNS, that is Facebook and the other CCS, which had to focus on YouTube. In the sample analysis the female were at least 69% and were aged between, 18 and 22 years. This is the age group that spends, more of their time in Facebook thus calling for the major uplift of the total correlation. The friends of each participant were analyzed and it was possible that each had at least 114 friends. While on the CCS the gender ratio was 2:3 that is male is to female. And most participants in such platform were young people with vibrant skills. On average more people are able to use Facebook compared to those who are using the YouTube. It is possible because, YouTube a lot of data unlike the Facebook.
Scale accuracy analysis
The proposed research was meant to do multiple samples, that is will focus in analyzing the data from SNS and CCS. This will be compared against the possible reliability and validity of every sample. It will also focus on the overall sample of the individual samples. The table below illustrates the perceived results. The reliability scale helps in the assessment index that is AVE, CR (Cronbach’s alpha). In connection with the literature, the threshold that is given ranges from 0.70, 0.70, and 0.50 in that order. However, the figures were above the threshold that can be used during the valuation process. Each scale, according to the table, is assessed in the correspondence of the construct through the use of 0.5 thresholds. According to the two scales in the sample were satisfactory and convergent towards the reliability of the results.
Comparison with other multiple samples
During the hypothesis analysis, the research compared several coefficients that revolve around SNS and CCS samples. The researchers have to conduct multiple samples before any form of data is collected to help in the analysis of research findings. The procedures to facilitate in the multiple samples through the use it t-test that will need too non-normal, the sub-models will aim at achieving desired outcomes. They should help in the analysis of the variance that is measured by the researcher. Since the data points are close to diagonal lines, there was no deviation from the distribution assumption that was made in the possible line of action. However, experts who are not familiar with the data will not give much deviation like the other forms of data analysis. The data distribution table will create the skewness and Kurtosis as per the above table. However, the comparison is not that efficient since there is a lack of efficient parameters to be applied in the entire analysis.