All in the value

LAUR Repository

Show simple item record

dc.contributor.author Ramadan, Zahy Bashir
dc.contributor.author Abosag, Ibrahim
dc.contributor.author Zabkar, Vesna
dc.date.accessioned 2018-11-29T14:29:32Z
dc.date.available 2018-11-29T14:29:32Z
dc.date.copyright 2018 en_US
dc.date.issued 2018-11-29
dc.identifier.issn 0309-0566 en_US
dc.identifier.uri http://hdl.handle.net/10725/9827 en_US
dc.description.abstract 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. en_US
dc.language.iso en en_US
dc.title All in the value en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle The impact of brand and social network relationships on the perceived value of customer endorsed Facebook advertising en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal European Journal of Marketing en_US
dc.journal.volume 52 en_US
dc.journal.issue 8-Jul en_US
dc.article.pages 1704-1726 en_US
dc.keywords Facebook en_US
dc.keywords Brand relationship en_US
dc.keywords Social networking sites en_US
dc.keywords Customer endorsed advertising en_US
dc.keywords Likability en_US
dc.keywords Social advertising en_US
dc.identifier.doi https://doi.org/10.1108/EJM-03-2017-0189 en_US
dc.identifier.ctation 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. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emeraldinsight.com/doi/full/10.1108/EJM-03-2017-0189 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US

Files in this item

This item appears in the following Collection(s)

Show simple item record

Search LAUR

Advanced Search


My Account