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الرئيسية > Online Narrative Ads and its I...>الوصف

Online Narrative Ads and its Impact on Facebook Users’ Engagement

المصدر: مجلة كلية التجارة للبحوث العلمية
الناشر: جامعة الإسكندرية - كلية التجارة
المؤلف الرئيسي: Attia, Nada Adel (Author)
مؤلفين آخرين: Sadek, Heba Hassan (Co-Author), Sayed, Riham Adel Hassan (Co-Author)
المجلد/العدد: مج55, ع2
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2018
الشهر: يوليو
الصفحات: 1 - 36
DOI: 10.21608/ACJ.2018.36286
ISSN: 1110-7588
رقم MD: 977609
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: EcoLink
مواضيع:
الإنترنت | الإعلان السردي | العلامة التجارية | مواقع التواصل الاجتماعي | الفيسبوك
كلمات المؤلف المفتاحية:
Narrative Advertising | Social Media (Facebook) | Facebook Brand Engagement | Egypt Context
رابط المحتوى:

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المستخلص: Purpose The purpose of this paper is to examine the impact of online narrative ads on Facebook users‟ engagement with the brand. Design/methodology/approach This paper is using a mixed methodology, 400 Questionnaires, electronically distributed to collect and analyse active Facebook users‟ responses and evaluate their engagement with five online narrative ads for different brands from different industries. The survey included links to five suggested ads that were selected based on best Egyptian Facebook Ads ranked in 2018, followed by a set of questions testing the main dimensions of the study after viewing the ads. Focus groups were conducted before the quantitative phase to select the Facebook narrative advertisements. Participants first selected one of the advertisement links of a brand that they would seriously consider purchasing, and then answered the survey. Findings The results of our paper showed structuring online narrative ads for Facebook depends on four main dimensions ,online interactivity, entertainment elements of the ad , vividness, self referencing, which will consequently affect Facebook users‟ engagement. It was found, that there is a relationship between all dimensions as well as significant impact on increasing online user‟ engagement with the brand. Originality/value The main contribution of this paper is studying the Egyptian online narrative ads‟ significant dimensions and how it can engage Facebook users‟ with brands, thus affects their intentions to purchase. The empirical evidence suggests that if brands properly designed their online ads targeting Facebook users, they can fully utilise social media platforms to maximize their consumers‟ engagement more than traditional forms of media.
ISSN: 1110-7588

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