Factors affecting the value of online advertising among Vietnamese youths
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Independent Journal of Management & Production |
Texto Completo: | http://www.ijmp.jor.br/index.php/ijmp/article/view/1694 |
Resumo: | The author's research bases on studies of Ducoffe (1996), Tsang, Ho and Liang (2002), Murat, Sibel and Ceyda (2016) and Firat (2019), proposed factors affecting the value of online advertising include informativeness, entertainment, credibility, irritation, and social interaction. Two hundred ninety valid answer sheets of young people aged 18 - 25 in Vietnam answered through Google Form are analyzed with SPSS 20 software to verify the reliability of Cronbach's Alpha, EFA, and regression correlation analysis. This research also uses the test of variance to determine whether there are differences between the demographic factors and the value of online advertising. The research results show that all five factors that affect advertising value, from the strongest to the weakest, are credibility, social interaction, informativeness, entertainment, and irritation. It is identical to the results of Ducoffe (1996). Thus, the research shows that credibility has the most substantial influence on the value of online advertising, whereas some other studies have suggested that that factor is entertainment (Tsang, Ho & Liang, 2002; Murat, Sibel & Ceyda, 2016) or value information (Cho & Choen, 2004). Especially the study also discovered that the ability of social interactions also has the affection with the value of advertising. This result receives the similarity from Ko, Cho and Roberts (2005) research. Simultaneously, the results also discover that demographic factors such as gender, age, and income do not differ from the value of online advertising. In the practical, aspect the results can help advertisers have a suitable strategy and improve advertising effectiveness. So that enterprises could attract more customers. |
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Factors affecting the value of online advertising among Vietnamese youthsvalue advertisingonline advertisingsocial interactionyouthThe author's research bases on studies of Ducoffe (1996), Tsang, Ho and Liang (2002), Murat, Sibel and Ceyda (2016) and Firat (2019), proposed factors affecting the value of online advertising include informativeness, entertainment, credibility, irritation, and social interaction. Two hundred ninety valid answer sheets of young people aged 18 - 25 in Vietnam answered through Google Form are analyzed with SPSS 20 software to verify the reliability of Cronbach's Alpha, EFA, and regression correlation analysis. This research also uses the test of variance to determine whether there are differences between the demographic factors and the value of online advertising. The research results show that all five factors that affect advertising value, from the strongest to the weakest, are credibility, social interaction, informativeness, entertainment, and irritation. It is identical to the results of Ducoffe (1996). Thus, the research shows that credibility has the most substantial influence on the value of online advertising, whereas some other studies have suggested that that factor is entertainment (Tsang, Ho & Liang, 2002; Murat, Sibel & Ceyda, 2016) or value information (Cho & Choen, 2004). Especially the study also discovered that the ability of social interactions also has the affection with the value of advertising. This result receives the similarity from Ko, Cho and Roberts (2005) research. Simultaneously, the results also discover that demographic factors such as gender, age, and income do not differ from the value of online advertising. In the practical, aspect the results can help advertisers have a suitable strategy and improve advertising effectiveness. So that enterprises could attract more customers.Independent2022-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://www.ijmp.jor.br/index.php/ijmp/article/view/169410.14807/ijmp.v13i5.1694Independent Journal of Management & Production; Vol. 13 No. 5 (2022): Independent Journal of Management & Production; 1216-12342236-269X2236-269Xreponame:Independent Journal of Management & Productioninstname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)instacron:IJM&Penghttp://www.ijmp.jor.br/index.php/ijmp/article/view/1694/2213Copyright (c) 2021 Vi Truc Hohttp://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessHo, Vi Truc2022-07-01T14:47:47Zoai:www.ijmp.jor.br:article/1694Revistahttp://www.ijmp.jor.br/PUBhttp://www.ijmp.jor.br/index.php/ijmp/oaiijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br||2236-269X2236-269Xopendoar:2022-07-01T14:47:47Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)false |
dc.title.none.fl_str_mv |
Factors affecting the value of online advertising among Vietnamese youths |
title |
Factors affecting the value of online advertising among Vietnamese youths |
spellingShingle |
Factors affecting the value of online advertising among Vietnamese youths Ho, Vi Truc value advertising online advertising social interaction youth |
title_short |
Factors affecting the value of online advertising among Vietnamese youths |
title_full |
Factors affecting the value of online advertising among Vietnamese youths |
title_fullStr |
Factors affecting the value of online advertising among Vietnamese youths |
title_full_unstemmed |
Factors affecting the value of online advertising among Vietnamese youths |
title_sort |
Factors affecting the value of online advertising among Vietnamese youths |
author |
Ho, Vi Truc |
author_facet |
Ho, Vi Truc |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ho, Vi Truc |
dc.subject.por.fl_str_mv |
value advertising online advertising social interaction youth |
topic |
value advertising online advertising social interaction youth |
description |
The author's research bases on studies of Ducoffe (1996), Tsang, Ho and Liang (2002), Murat, Sibel and Ceyda (2016) and Firat (2019), proposed factors affecting the value of online advertising include informativeness, entertainment, credibility, irritation, and social interaction. Two hundred ninety valid answer sheets of young people aged 18 - 25 in Vietnam answered through Google Form are analyzed with SPSS 20 software to verify the reliability of Cronbach's Alpha, EFA, and regression correlation analysis. This research also uses the test of variance to determine whether there are differences between the demographic factors and the value of online advertising. The research results show that all five factors that affect advertising value, from the strongest to the weakest, are credibility, social interaction, informativeness, entertainment, and irritation. It is identical to the results of Ducoffe (1996). Thus, the research shows that credibility has the most substantial influence on the value of online advertising, whereas some other studies have suggested that that factor is entertainment (Tsang, Ho & Liang, 2002; Murat, Sibel & Ceyda, 2016) or value information (Cho & Choen, 2004). Especially the study also discovered that the ability of social interactions also has the affection with the value of advertising. This result receives the similarity from Ko, Cho and Roberts (2005) research. Simultaneously, the results also discover that demographic factors such as gender, age, and income do not differ from the value of online advertising. In the practical, aspect the results can help advertisers have a suitable strategy and improve advertising effectiveness. So that enterprises could attract more customers. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1694 10.14807/ijmp.v13i5.1694 |
url |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1694 |
identifier_str_mv |
10.14807/ijmp.v13i5.1694 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1694/2213 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Vi Truc Ho http://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Vi Truc Ho http://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Independent |
publisher.none.fl_str_mv |
Independent |
dc.source.none.fl_str_mv |
Independent Journal of Management & Production; Vol. 13 No. 5 (2022): Independent Journal of Management & Production; 1216-1234 2236-269X 2236-269X reponame:Independent Journal of Management & Production instname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) instacron:IJM&P |
instname_str |
Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
instacron_str |
IJM&P |
institution |
IJM&P |
reponame_str |
Independent Journal of Management & Production |
collection |
Independent Journal of Management & Production |
repository.name.fl_str_mv |
Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
repository.mail.fl_str_mv |
ijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br|| |
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1797220494073659392 |