Effects of site interactivity and site informativeness on perception of advertisements on social networking sites.

• Main Authors: Chua, Benjamin Chun Meng., Goh, Nicholas Boon Choon., Goh, Minsi.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/43841
• Institution: Nanyang Technological University

This study aims to understand how site interactivity and site informativeness can impact perception of advertisements (ad affect and ad content) on social networking sites. In a laboratory experiment, 300 participants were asked to view an advertisement on Facebook pages of varying levels of interac...