Determinants of the Effectiveness of Social Media Ads an Empirical Study on the Ducofee Model: the Effectiveness of Facebook Ads

Document Type : Original Article

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Lecturer, Department of Public Relations and Advertising, Faculty of Mass Communication, Cairo University,

Abstract

Many indicators show that Facebook ads have become an important tool for displaying various businesses, and companies also rely on them as part of their promotional strategy and marketing plans. The problem of the current study can be identified as follows analyzing determinants the effectiveness of Facebook ads (sponsored ads) from the respondents ’point of view, as these ads appear on the home page or friends’ pages and are driven by companies or brands. The study also tries to measure the relationship between three basic variables included in the scientific model of the study “The Perceived Value Model”. Facebook ads from a user’s point of view. “These variables, as defined by Ducoffe, are: perceived Informativeness, perceived irritation, perceived entertainment, and the relationship of each of these variables to the trend towards advertising.
The study employed the survey method, through a survey form that was applied to a sample of 360 respondents in the age group of 18:35 years, and the study came out with several results, the most prominent of which is the correlation of the value of advertisements to the respondents with the value of Informativeness, entertainment or entertainment, as well as avoiding irritating users, as the study revealed Great consistency with the assumptions made by Ducoffe in his business model and hence the importance of focusing on the value of Informativeness and entertainment and avoiding annoyance of users in order to build positive attitudes towards the advertisements
 

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