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The relationship between advertising preference accuracy and consumer engagement in social media advertising.

Oosterwechel, J. (2018) The relationship between advertising preference accuracy and consumer engagement in social media advertising.

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Abstract:The purpose of this study is to investigate the relationship between the advertising preference accuracy of social media advertisements and consumer engagement and the role of annoyance in this process. By performing a controlled experiment, 40 participants were asked to answer questions by using a survey. While fulfilling the survey, also the participants’ eye movements and fixations were measured by eye-tracking recordings. The participants were all between an age of 18 and 29 years, were student at the University of Twente and having a personal Facebook profile. The results of this experiment are indicating that there is a (positive) relationship between the advertising preference accuracy of social media advertisements and engagement with advertisements. Thereby, annoyance is having a moderating role in the relationship between advertising preference accuracy and consumer engagement.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74577
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