ENGAGEMENT, INFORMATIVENESS, AND INTRUSIVENESS: UNPACKING SOCIAL MEDIA'S IMPACT ON MOBILE ADS

Аннотация

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.