All in the value
Purpose The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as...
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| Format: | article |
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2018
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| Online Access: | http://hdl.handle.net/10725/9827 https://doi.org/10.1108/EJM-03-2017-0189 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emeraldinsight.com/doi/full/10.1108/EJM-03-2017-0189 |
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| _version_ | 1864513485709246464 |
|---|---|
| author | Ramadan, Zahy Bashir |
| author2 | Abosag, Ibrahim Zabkar, Vesna |
| author2_role | author author |
| author_facet | Ramadan, Zahy Bashir Abosag, Ibrahim Zabkar, Vesna |
| author_role | author |
| dc.creator.none.fl_str_mv | Ramadan, Zahy Bashir Abosag, Ibrahim Zabkar, Vesna |
| dc.date.none.fl_str_mv | 2018-11-29T14:29:32Z 2018-11-29T14:29:32Z 2018 2018-11-29 |
| dc.identifier.none.fl_str_mv | 0309-0566 http://hdl.handle.net/10725/9827 https://doi.org/10.1108/EJM-03-2017-0189 Ramadan, Z. B., Abosag, I., & Zabkar, V. (2018). All in the value: The impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertising. European Journal of Marketing, 52 (7/8), 1704-1726. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emeraldinsight.com/doi/full/10.1108/EJM-03-2017-0189 |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | European Journal of Marketing |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | All in the value The impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertising |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | Purpose The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs. Design/methodology/approach Taking a customer-centric approach and based on the social information processing theory, this study investigates the influence of friends’ likability and similarity and users’ relationships with the SNS (Facebook, FB) on brands’ relationships and advertising value by using a Web-based survey. The total number of responses included in the analysis is 305. The data were analyzed using structural equation modeling and LISREL 8.8. Findings The findings show that the overall user experience on FB is based on three key areas: socializing with friends, the relationship with the social network itself and the relationship with the advertised brands. These contribute to the perceived value of customer endorsed FB advertising. Research limitations/implications The study discusses various significant implications for online platforms, brands and the success of online advertising within SNSs. Practical implications The study provides managers with discussion on what they need to consider in relation to managing their brand relationship within SNSs and the importance of considering the role FB plays in such relationships. Originality/value This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself and their relationships with the advertised brand and examines how these three combined relationships impact the perceived value of the ads by users of FB. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_4bb452419cbe8748dcbfe9a69c4e3304 |
| identifier_str_mv | 0309-0566 Ramadan, Z. B., Abosag, I., & Zabkar, V. (2018). All in the value: The impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertising. European Journal of Marketing, 52 (7/8), 1704-1726. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/9827 |
| publishDate | 2018 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | All in the valueThe impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertisingRamadan, Zahy BashirAbosag, IbrahimZabkar, VesnaPurpose The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs. Design/methodology/approach Taking a customer-centric approach and based on the social information processing theory, this study investigates the influence of friends’ likability and similarity and users’ relationships with the SNS (Facebook, FB) on brands’ relationships and advertising value by using a Web-based survey. The total number of responses included in the analysis is 305. The data were analyzed using structural equation modeling and LISREL 8.8. Findings The findings show that the overall user experience on FB is based on three key areas: socializing with friends, the relationship with the social network itself and the relationship with the advertised brands. These contribute to the perceived value of customer endorsed FB advertising. Research limitations/implications The study discusses various significant implications for online platforms, brands and the success of online advertising within SNSs. Practical implications The study provides managers with discussion on what they need to consider in relation to managing their brand relationship within SNSs and the importance of considering the role FB plays in such relationships. Originality/value This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself and their relationships with the advertised brand and examines how these three combined relationships impact the perceived value of the ads by users of FB.PublishedN/A2018-11-29T14:29:32Z2018-11-29T14:29:32Z20182018-11-29Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article0309-0566http://hdl.handle.net/10725/9827https://doi.org/10.1108/EJM-03-2017-0189Ramadan, Z. B., Abosag, I., & Zabkar, V. (2018). All in the value: The impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertising. European Journal of Marketing, 52 (7/8), 1704-1726.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://www.emeraldinsight.com/doi/full/10.1108/EJM-03-2017-0189enEuropean Journal of Marketinginfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/98272021-04-23T16:03:39Z |
| spellingShingle | All in the value Ramadan, Zahy Bashir |
| status_str | publishedVersion |
| title | All in the value |
| title_full | All in the value |
| title_fullStr | All in the value |
| title_full_unstemmed | All in the value |
| title_short | All in the value |
| title_sort | All in the value |
| url | http://hdl.handle.net/10725/9827 https://doi.org/10.1108/EJM-03-2017-0189 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emeraldinsight.com/doi/full/10.1108/EJM-03-2017-0189 |