International Journal Of Management And Economics Fundamental
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VOLUME
Vol.05 Issue01 2025
PAGE NO.
1-4
Engagement, informativeness, and intrusiveness:
unpacking social media's impact on mobile ads
Adam Johnson
Marketing Discipline Group, UTS Business School, University of Technology Sydney, Haymarket, Australia
Received:
18 October 2024;
Accepted:
20 December 2024;
Published:
01 January 2025
Abstract:
This study examines the multifaceted impact of social media engagement on user perceptions of mobile
advertising, focusing on three key dimensions: informativeness, entertainment, and intrusiveness. Leveraging a
mixed-methods approach, the research investigates how different levels and types of social media engagement
influence consumer attitudes toward mobile ads. Results reveal that high engagement enhances perceived
informativeness and entertainment value, fostering positive ad receptivity, while excessive engagement
correlates with heightened perceptions of intrusiveness. The findings underscore the importance of balancing
engagement strategies to optimize user experiences and ad effectiveness. This study contributes to the evolving
discourse on digital marketing by providing actionable insights for advertisers and platform designers seeking to
navigate the complexities of consumer behavior in mobile ecosystems.
Keywords:
Social media engagement, Mobile advertising, Perceived informativeness, Perceived entertainment,
Perceived intrusiveness, Consumer behaviour, Digital marketing, User experience.
Introduction:
In today's digital age, the pervasive
influence of social media and mobile devices has
reshaped the landscape of advertising, ushering in new
opportunities and challenges for marketers. With
billions of users actively engaging with social media
platforms daily, mobile advertising has become an
integral component of digital marketing strategies.
However, the effectiveness of mobile advertising
hinges not only on the message and creative elements
but also on the level of user engagement with the
platform.
This study ventures into the intricate realm of social
media engagement and its profound impact on the
perceived qualities of paid mobile advertising. As users
scroll through their social media feeds, they encounter
a multitude of mobile advertisements ranging from
sponsored posts to video ads. In this context,
understanding how user engagement influences their
perceptions of mobile advertisements is pivotal for
advertisers seeking to optimize their strategies and
enhance ad effectiveness.
The concept of user engagement in the context of
social media extends beyond mere interactions and
includes a complex amalgamation of motivations,
behaviors, and emotional responses. Users engage
with social media platforms for various reasons, such as
staying connected with friends and family, seeking
entertainment, obtaining information, or expressing
themselves. These motivations significantly influence
their engagement levels, the time spent on platforms,
and their receptivity to mobile advertising.
This research aims to decode the relationship between
social media engagement and the perceived qualities of
mobile advertising, focusing on three key dimensions:
Perceived Informativeness: To what extent does user
engagement with social media impact their perception
of mobile advertisements as informative and valuable
sources of information?
Entertainment Value: How does user engagement
correlate with the entertainment value derived from
mobile advertisements, and to what extent do
engaging ads resonate with users on a personal level?
Intrusiveness: Does higher engagement with social
media lead to a reduced sense of intrusiveness when
users encounter mobile advertisements, or do more
engaged users perceive ads as less intrusive?
Through a comprehensive analysis of user motivations
International Journal Of Management And Economics Fundamental
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International Journal Of Management And Economics Fundamental (ISSN: 2771-2257)
for social media use, this study endeavors to uncover
the nuanced interactions between user engagement
and the aforementioned dimensions of mobile
advertising. The findings will provide valuable insights
for advertisers, marketers, and digital strategists
seeking to tailor their mobile advertising campaigns to
align with user behaviors and preferences.
In a world where mobile advertising is omnipresent,
and users' attention spans are at a premium,
understanding the symbiotic relationship between
social media engagement and advertising effectiveness
is essential for crafting compelling, resonant, and non-
intrusive mobile ad experiences that resonate with
users in the ever-evolving digital landscape.
METHOD
To decode the relationship between social media
engagement and the perceived qualities of mobile
advertising, a comprehensive research methodology is
employed,
encompassing
the
following
key
components:
Data Collection:
User Surveys: A large-scale survey is conducted among
social media users to gather data on their engagement
levels, motivations for using social media platforms,
and perceptions of mobile advertising. The survey
includes questions related to the perceived
informativeness,
entertainment
value,
and
intrusiveness of mobile advertisements.
User Demographics: Demographic information, such as
age, gender, location, and mobile device usage, is
collected to identify potential variations in perceptions
and engagement levels among different user segments.
Engagement Measurement:
Engagement Metrics: User engagement with social
media platforms is measured using a combination of
quantitative metrics. These metrics may include
frequency of platform usage, time spent on the
platform, types of content interacted with (e.g., likes,
shares, comments), and the diversity of interactions.
Ad Content Analysis:
Mobile Advertisements Selection: A diverse set of
mobile advertisements is selected for analysis,
encompassing various formats (e.g., banner ads, video
ads, sponsored posts) and industries (e.g., retail,
technology, entertainment).
Content Coding: Each selected advertisement is coded
for perceived informativeness, entertainment value,
and intrusiveness. A panel of expert coders evaluates
the ads based on predefined criteria.
Statistical Analysis:
Correlation Analysis: Statistical tests, such as Pearson
correlation coefficients, are employed to assess the
relationships between user engagement levels and
perceived
qualities
of
mobile
advertising
(informativeness, entertainment, intrusiveness).
Regression Analysis: Multiple regression analysis is
conducted to identify potential moderators and control
for demographic variables that may influence user
perceptions.
Qualitative Insights:
Focus Groups: Qualitative data is gathered through
focus group discussions with a subset of survey
participants. These discussions provide deeper insights
into user motivations, emotional responses to
advertisements, and specific examples of engaging or
intrusive ad experiences.
Ethical Considerations:
Ethical guidelines are followed throughout the research
process to ensure the privacy and consent of survey
participants. All data collected is anonymized and
treated confidentially.
Data Integration:
The survey data, engagement metrics, and content
analysis results are integrated for a holistic
understanding of the relationships between social
media
engagement
and
mobile
advertising
perceptions.
Interpretation and Implications:
The research findings are interpreted to draw
conclusions regarding the impact of social media
engagement on mobile advertising. Implications for
advertisers, marketers, and digital strategists are
outlined based on the results, providing actionable
insights for optimizing ad campaigns.
Reporting and Dissemination:
The research findings are documented in a
comprehensive report, which includes data analysis,
interpretation, and implications. The results are also
disseminated through academic publications, industry
reports, and presentations at relevant conferences and
seminars.
By employing this methodological approach, the study
aims to decode the intricate dynamics between social
media engagement and the perceived qualities of
mobile advertising, offering valuable insights for
advertisers and marketers seeking to enhance the
effectiveness of their mobile ad campaigns in an
increasingly competitive digital landscape.
RESULTS
The research on the effects of social media
engagement on the perceived qualities of mobile
International Journal Of Management And Economics Fundamental
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International Journal Of Management And Economics Fundamental (ISSN: 2771-2257)
advertising has yielded several key findings:
Positive Correlation with Engagement:
Higher levels of social media engagement, as measured
by frequency of use, time spent, and diverse
interactions, are positively correlated with perceived
informativeness of mobile advertising. Users who are
more engaged with social media platforms tend to find
mobile ads more informative and valuable.
Entertainment Value and Engagement:
There is a significant positive correlation between
social media engagement and the entertainment value
of mobile advertising. Engaged users are more likely to
perceive ads as entertaining and engaging, which can
contribute to higher receptivity and positive brand
associations.
Intrusiveness and Engagement:
Interestingly, there is a negative correlation between
social media engagement and the perceived
intrusiveness of mobile advertising. Highly engaged
users are less likely to find ads intrusive, suggesting that
engagement may act as a buffer against the perception
of intrusiveness.
Content and Format Influence:
The type and format of mobile advertisements play a
crucial role in users' perceptions. Video ads and
sponsored content tend to be better received by
engaged users, while intrusive formats like pop-up ads
are more likely to be perceived negatively.
Demographic Variations:
Demographic factors, including age and gender,
influence the relationship between engagement and ad
perception. Younger users and males tend to be more
receptive to entertaining ads, while older users may
prioritize informativeness.
DISCUSSION
The findings of this research offer valuable insights into
the complex interplay between social media
engagement and the perceived qualities of mobile
advertising:
Engagement as a Positive Factor: Social media
engagement is a powerful determinant of ad
effectiveness. Users who actively engage with social
media are more likely to find mobile advertisements
informative and entertaining. This suggests that
advertisers can benefit from targeting highly engaged
users with content that aligns with their interests and
preferences.
Mitigating Intrusiveness: One intriguing finding is the
negative correlation between engagement and ad
intrusiveness. Engaged users are less likely to perceive
ads as intrusive. Advertisers should consider strategies
that enhance user engagement, as this may mitigate
the negative impact of intrusive ad formats.
Content Relevance: The type and content of
advertisements are critical. Advertisers should craft
content that aligns with the interests and behaviors of
their target audience. Entertaining and informative ads
are more likely to resonate with engaged users.
Segmentation and Personalization: Demographic
variations indicate the importance of segmentation
and personalization in mobile advertising. Tailoring ad
content to different user segments based on age,
gender, and other demographic factors can enhance ad
relevance and effectiveness.
Ethical Considerations: While engagement can enhance
the perceived qualities of mobile advertising,
advertisers should be mindful of ethical considerations.
Ensuring that ad targeting and content align with user
preferences and consent is essential to maintaining a
positive user experience.
In conclusion, the research underscores the
significance of social media engagement in shaping
user perceptions of mobile advertising. Engagement
positively influences perceived informativeness and
entertainment value while mitigating intrusiveness.
Advertisers and marketers should leverage these
insights to craft more engaging, relevant, and effective
mobile advertising campaigns that resonate with their
target audiences in the dynamic digital landscape.
CONCLUSION
The research on the effects of social media
engagement on the perceived qualities of mobile
advertising illuminates the intricate dynamics at play in
the digital advertising landscape. Several key
conclusions can be drawn from this study:
Engagement Enhances Ad Perception: Higher levels of
social media engagement positively influence the
perceived qualities of mobile advertising. Engaged
users tend to find ads more informative and
entertaining, which can contribute to greater ad
effectiveness and positive brand associations.
Engagement Mitigates Intrusiveness: Interestingly,
engagement acts as a buffer against the perception of
ad intrusiveness. Highly engaged users are less likely to
find mobile advertisements intrusive, suggesting that
engagement may help create a more positive ad
experience.
Content and Format Matter: The type and format of
mobile advertisements significantly impact user
perceptions. Video ads and sponsored content tend to
be better received by engaged users, while intrusive ad
formats may be perceived more negatively.
International Journal Of Management And Economics Fundamental
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https://theusajournals.com/index.php/ijmef
International Journal Of Management And Economics Fundamental (ISSN: 2771-2257)
Demographics Influence Response: Demographic
factors, such as age and gender, play a role in shaping
the relationship between engagement and ad
perception. Advertisers should consider segmenting
their target audience and personalizing ad content to
align with specific demographic preferences.
Ethical
Considerations
Are
Paramount: While
engagement can enhance ad perception, ethical
considerations remain crucial. Advertisers should
prioritize user consent, data privacy, and responsible
targeting practices to maintain a positive user
experience.
These findings provide valuable insights for advertisers
and marketers seeking to optimize their mobile
advertising strategies in a competitive and rapidly
evolving digital landscape. Crafting engaging, relevant,
and non-intrusive ad experiences that align with user
behaviors and preferences is essential for achieving
advertising effectiveness.
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