September 20, 2025

Exploring the Advertising Value Perception and Its Antecedents: A Study on Video Advertising on Social Networking Sites

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Authors

SKShikha KaramchandaniD A Pandu Memorial RV Dental College and Hospital MJMitesh JayswalSardar Patel University

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Implication

Survey shows strong ties between advertising value perception and brand love in social networking sites, suggesting a model for effective advertising strategies.

Key Points

Higher advertising value perception is linked to positive consumer attitudes, enhancing brand love and loyalty.
Survey of 356 respondents indicates that authenticity in ads significantly impacts advertising value perception.
Structural equation modeling reveals interactions between advertising value perception and key constructs like brand love.
Effective advertising strategies on social networking sites must prioritize entertainment and information value.

Cite This Study

Karamchandani et al. (2025) studied this question.

synapsesocial.com/papers/68d439f4713b0b5dfea79a0c https://doi.org/10.1177/mjmrp.251365441

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Implication

Survey shows strong ties between advertising value perception and brand love in social networking sites, suggesting a model for effective advertising strategies.

Exploring the Advertising Value Perception and Its Antecedents: A Study on Video Advertising on Social Networking Sites

Discussion

Member takes

Implication

Key Points

Cite This Study

Exploring the Advertising Value Perception and Its Antecedents: A Study on Video Advertising on Social Networking Sites

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider