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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 10 Issue 10 pp. 2361-2370 , 2020

Internet users’ attitudes towards social media advertisements: The role of advertisement design and users’ motives Pages 2361-2370 Right click to download the paper Download PDF

Authors: Mohammad Al Haj Eid, Nawras M. Nusairat, Mahmud Alkailani, Hamad Al-Ghadeer

DOI: 10.5267/j.msl.2020.2.029

Keywords: Advertisement attributes, Attitudes, Motives, Social media, Jordan

Abstract: This research paper aims to examine the impact of social media advertisement attributes, including informativeness, trust, and irritation, and internet users’ motivational factors; namely investigation, customization, opportunity seeking, interaction, and entertainment on individuals' attitude towards advertisements over social media sites in Jordan. A conceptual research model was proposed based on the relevant literature to be empirically tested. Data was collected using an online questionnaire survey administered to 256 participants. Hypotheses were tested using single and multiple linear regression analyses. Results show that advertisement design factors along with internet users’ motives were all significant factors affecting the attitude towards advertisements on social media sites with entertainment, interaction and informativeness had the highest impact. Based on the research findings, recommendations were reported for academicians and practitioners. Limitations and promising areas for further research were discussed.

How to cite this paper
Eid, M., Nusairat, N., Alkailani, M & Al-Ghadeer, H. (2020). Internet users’ attitudes towards social media advertisements: The role of advertisement design and users’ motives.Management Science Letters , 10(10), 2361-2370.

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Journal: Management Science Letters | Year: 2020 | Volume: 10 | Issue: 10 | Views: 9143 | Reviews: 0

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