DECODING SOCIAL MEDIA ENGAGEMENT: EFFECTS ON PERCEIVED INFORMATIVENESS, ENTERTAINMENT, AND INTRUSIVENESS IN MOBILE ADVERTISING

Аннотация

This study delves into the intricate dynamics of social media engagement and its influence on the perceived qualities of paid mobile advertising. In the digital age, where mobile advertising is omnipresent, understanding the impact of user engagement on advertising effectiveness is crucial. Through a comprehensive analysis of user motivations for social media use, this research explores how engagement levels correlate with the perceived informativeness, entertainment value, and intrusiveness of mobile advertisements. The findings reveal nuanced insights into the interplay between user engagement and mobile advertising, offering valuable implications for advertisers seeking to optimize their strategies in the ever-evolving digital landscape. KEYWORDS Social media engagement; Mobile advertising; Perceived informativeness; Entertainment; Intrusiveness; User motivations.