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Investigating users’ experience on social media ads: perceptions of young users

Al Qudah, Dana A.; Al-Shboul, Bashar; Al-Zoubi, Ala’; Al-Sayyed, Rizik; Cristea, Alexandra I.

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Authors

Dana A. Al Qudah

Bashar Al-Shboul

Ala’ Al-Zoubi

Rizik Al-Sayyed



Abstract

Social media platforms changed from being socialization platforms to serve businesses through advertisements. This research aims at investigating active young users' experience with social media ads by studying the personalization and the usefulness of the ads, and the role of the host architecture of the used platform. The results prove that users' experience was affected by the designated variables: personalization, perceived usefulness, and the host architecture. Specifically, It was found that social media users find social media ads useful, and personalized, and that the perceived usefulness and personalization significantly affect the usage of host architecture which significantly affects users’ experience. Additionally, a significant difference is found between clusters of student answers in terms of personalization and perceived usefulness effect on user experience.

Citation

Al Qudah, D. A., Al-Shboul, B., Al-Zoubi, A., Al-Sayyed, R., & Cristea, A. I. (2020). Investigating users’ experience on social media ads: perceptions of young users. Heliyon, 6(7), Article e04378. https://doi.org/10.1016/j.heliyon.2020.e04378

Journal Article Type Article
Acceptance Date Jun 29, 2020
Online Publication Date Jul 12, 2020
Publication Date 2020-07
Deposit Date Jul 17, 2020
Publicly Available Date Jul 17, 2020
Journal Heliyon
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 6
Issue 7
Article Number e04378
DOI https://doi.org/10.1016/j.heliyon.2020.e04378
Public URL https://durham-repository.worktribe.com/output/1266303

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