Investigating the Impact of Ad Formats and Ad Intrusiveness on Social Media Ad Effectiveness in the Fashion Market in Egypt
Journal Title: International Journal of Social Science And Human Research - Year 2022, Vol 5, Issue 05
Abstract
This paper aims to investigate advertising effectiveness in various social media platforms in the fashion industry in Egypt. The present study uses a proposed framework to explore online advertising in Egypt. From a theoretical point of view, this study examines the relationship among three groups of factors including attitude towards online ad formats, ad intrusiveness, product involvement and social media ad effectiveness among Egyptian consumers. Design/methodology – The study examines advertising effectiveness in social media in terms of ad attitude and loyalty intentions. An online survey was conducted with 1300 social media users. Findings – The results indicate that the attitude towards static ads has a positive significant impact on social media ad effectiveness which is similar to the positive impact of using rich media ads (video/audio) on ad effectiveness. Furthermore, it is observed that video ads score higher as being more pleasant while static ads score higher for being more believable and convincing as perceived by Egyptians. Moreover, ad intrusiveness is found to have a significant negative effect on ad effectiveness. In the same context, this study shows a significant moderation relationship between Product involvement, ad intrusiveness and social media ad effectiveness.
Authors and Affiliations
Mohamed Abdelazim Abo El-Naga, Marwa Tarek Abd El Azeem, Rana Wagdi Abdel-moneam
Keywords
Related Articles
- EP ID EP703664
- DOI 10.47191/ijsshr/v5-i5-09
- Views 118
- Downloads 0
Profitability Analysis to Measure Financial Performance at PT Astra Agro Lestari Tbk
This study aims to determine the company's financial performance in terms of PT Astra Agro Lestari Tbk's financial ratios for 2017-2021. The research method and data used in this study are quantitative descriptive resear...
Character Education Management (A Multi-Site Study at Madrasah Darussalam Awayan Madrasah and Miftahul Ulum Pudak Madrasah, Balangan Regency)
The goal of this study is to discuss the management of character education at two different sites. The study was qualitative and multi-site. The researchers served as the research instruments. Interviews, participant obs...
Literature Review the Effect Body Image on Vietnamese Youths’ Buying Behaviors in TikTok
This paper explores the influence of body image on Vietnamese Youths’ buying behavior in Tiktok. With the growing popularity of social media, particularly TikTok, body image concerns have become more pronounced, particul...
Economic Fundamentals and Real Exchange Rate in African Oil Producing Countries: Evidence from Asymmetric Cointegration
The role of exchange rates is very important in the international market and the variability of exchange rates both in the case of appreciation or depreciation is directly connected with the economic performance of a cou...
Reconstruction of Free Legal Services Regulations by Notaries
Notaries as public officials appointed by the authorities have the right and authority to make authentic deeds and get paid as a form of professionalism. Notaries are also obliged to provide legal assistance free of char...