Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius
Abstract
The purpose of this research is to investigate the effectiveness of ‘sponsored’ labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research brings forward a conceptual model of six constructs (customisation, informativeness, entertainment, intrusiveness, brand awareness and Purchase intention) to quantitatively understand the effectiveness of targeted ads on Meta Platforms. A sample of 382 students participated in the survey, where 333 valid responses were used for further analysis. In this research, Confirmatory Factor Analysis was utilised to examine the measurement model for brand awareness, customization, informativeness value, entertainment value, intrusiveness value, and purchase intention. The fit indices indicated a reasonable fit between the model and the data. Using Structural Equation Modelling to test the model, the regression weight between customisation, informativeness, entertainment, intrusiveness and brand awareness were statistically significant. The regression weight between brand awareness and purchase intention was also statistically significant. Practically, the findings emphasize the need for marketers and advertisers to invest in strategies that effectively increase brand awareness through targeted advertising.
Keyword : sponsored ads, brand awareness, customization, informativeness value, entertainment value, intrusiveness value, purchase intention, Mauritius
How to Cite
Bindah, E., & Gunnoo, L. (2024). Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius. Journal of Business Economics and Management, 25(1), 175–190. https://doi.org/10.3846/jbem.2024.21109
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256–269. https://doi.org/10.1016/j.chb.2014.01.015
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.1177/002224296102500611
Li, H., & Kannan, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40–56. https://doi.org/10.1509/jmr.13.0050
Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37–47. https://doi.org/10.1080/00913367.2002.10673665
Li, H., Li, Y., & Porikli, F. (2015). Deep track: Learning discriminative feature representations online for robust visual tracking. IEEE Transactions on Image Processing, 25(4), 1834–1848. https://doi.org/10.1109/TIP.2015.2510583
Lina, L. F., & Setiyanto, A. (2021). Privacy concerns in personalized advertising effectiveness on social media. Sriwijaya International Journal of Dynamic Economics and Business, 5(2), 147–156. https://doi.org/10.29259/sijdeb.v1i2.147-156
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
McQuail, D., & Van Cuilenburg, J. J. (1983). Diversity as a media policy goal: A strategy for evaluative research and a Netherlands case study. Gazette, 31(3), 145–162. https://doi.org/10.1177/001654928303100301
Mubarak, K., & Mufeeth, M. (2020). Impact of visual merchandising of clothing stores on impulse buying behavior. Journal of Marketing, 5(2), 35–43.
Nasir, V. A., Keserel, A. C., Surgit, O. E., & Nalbant, M. (2021). Segmenting consumers based on social media advertising perceptions: How does purchse intention differ across segments? Telematics and Informatics, 64, Article 101687. https://doi.org/10.1016/j.tele.2021.101687
Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515–528. https://doi.org/10.1111/j.1470-6431.2005.00429.x
Nielsen, J. H., & Huber, J. (2009, February). The effect of brand awareness on intrusive advertising. In Society for Consumer Psychology Conference, San Diego, CA.
Niu, B., Li, Q., Mu, Z., Chen, L., & Ji, P. (2021). Platform logistics or self-logistics? Restaurants’ cooperation with online food-delivery platform considering profitability and sustainability. International Journal of Production Economics, 234, Article 108064. https://doi.org/10.1016/j.ijpe.2021.108064
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Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial, and text-size effects. Journal of Marketing, 68(2), 36–50. https://doi.org/10.1509/jmkg.68.2.36.27794
Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in Indonesia. The Winners, 22(2), 173–182. https://doi.org/10.21512/tw.v22i2.7597
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Rubin, A. M. (2009). Uses-and-gratifications perspective on media effects. In J. Bryant & M. B. Oliver (Eds.), Media effects (pp. 181–200). Routledge. https://doi.org/10.4324/9780203877111-14
Sesar, V., Martinčević, I., & Boguszewicz-Kreft, M. (2022). Relationship between advertising disclosure, influencer credibility and purchase intention. Journal of Risk Financial Management, 15(7), Article 276. https://doi.org/10.3390/jrfm15070276
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Sundar, S. S., & Marathe, S. S. (2010). Personalization versus customization: The importance of agency, privacy, and power usage. Human Communication Research, 36(3), 298–322. https://doi.org/10.1111/j.1468-2958.2010.01377.x
Takaya, R., Ramli, A. H., & Lukito, N. (2019). The effect of advertisement value and context awareness value on purchase intention through attitude brands and advertising attitude in smartphone advertising. International Journal of Creative Research and Studies, 3(3), 106–118. https://ijcrs.org/issue_image/IJCRS-3.03.10.pdf
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65–78. https://doi.org/10.1080/10864415.2004.11044301
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056
Wang, C., Zhang, P., Choi, R., & D’Eredita, M. (2002, August). Understanding consumers attitude toward advertising. In Proceedings Americas Conference on Information Systems (AMCIS). Dallas.
Xu, D. J., Liao, S. S., & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision Support Systems, 44(3), 710–724. https://doi.org/10.1016/j.dss.2007.10.002
Yang, K. C., Huang, C. H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes, 46(5), 840–853. https://doi.org/10.1108/K-03-2016-0038
Yin, X., Li, J., Si, H., & Wu, P. (2024). Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps. Journal of Retailing and Consumer Services, 76, Article 103572. https://doi.org/10.1016/j.jretconser.2023.103572
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195–211. https://doi.org/10.1177/0092070300282002
Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising. Psychology & Marketing, 33(3), 155–164. https://doi.org/10.1002/mar.20862
Chatterjee, P. (2008). Are unclicked ads wasted? Enduring effects of banner and pop-up ad exposures on brand memory and attitudes. Journal of Electronic Commerce Research, 9(1), 1–11. http://www.jecr.org/sites/default/files/09_1_p04.pdf
Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of Advertising Research, 39(5), 27–37.
Chen, X., & Qasim, H. (2021). Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love. Journal of Consumer Behaviour, 20(5), 1065–1077. https://doi.org/10.1002/cb.1915
Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114, 489–500. https://doi.org/10.1007/s10551-012-1360-0
Cheung, M. L., Pires, G., & Rosenberger III, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
Cheung, M. L., Pires, G. D., Rosenberger III, P. J., Leung, W. K. S., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118–131. https://doi.org/10.1016/j.ausmj.2020.03.006
D’Astous, A., & Chartier, F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues & Research in Advertising, 22(2), 31–40. https://doi.org/10.1080/10641734.2000.10505106
Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165–172. https://doi.org/10.1016/j.chb.2016.01.037
Douglas, O. G., & Pracejus, J. W. (2020). Customized advertising: Allowing consumers to directly tailor messages leads to better outcomes for the brand. Journal of Business Research, 116, 245–257. https://doi.org/10.1016/j.jbusres.2020.04.054
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–35.
Fischer, E., & Reuber, A. R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior? Journal of Business Venturing, 26(1), 1–18. https://doi.org/10.1016/j.jbusvent.2010.09.002
Gupta, L., & Kumar, R. (2022, March 25). Influence of social media advertisements on consumer’s buying behaviour: Empirical evidences from India. In Proceedings of the Global Conference on Innovations in Management and Business (GCIMB 2021). SSRN. https://doi.org/10.2139/ssrn.4093828
Hameed, F., Malik, I. A., Hadi. N. U., & Raza, M. A. (2023). Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude. Online Journal of Communication and Media Technologies, 13(2), Article e202309. https://doi.org/10.30935/ojcmt/12876
Jaunky, V. C., Jeetoo, J., & Rampersad, S. (2020). Happiness and consumption in Mauritius: An exploratory study of socio-economic dimensions, basic needs, luxuries and personality traits. Journal of Happiness Studies, 21, 2377–2403. https://doi.org/10.1007/s10902-019-00178-8
Kang, I., Koo, J., Han, J. H., & Yoo, S. (2022). Millennial consumers perceptions on luxury goods: Capturing antecedents for brand resonance in the emerging market context. Journal of International Consumer Marketing, 34(2), 214–230. https://doi.org/10.1080/08961530.2021.1944832
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Pearson.
Kemp, E., Trigg, J., Beatty, L., Christensen, C., Dhillon, H. M., Maeder, A., Williams, P. A. H., & Koczwara, B. (2021). Health literacy, digital health literacy and the implementation of digital health technologies in cancer care: The need for a strategic approach. Health Promotion Journal of Australia, 32(1), 104–114. https://doi.org/10.1002/hpja.387
Kim, J. H. (2017). Social media use and well-being. In J. Maddux (Ed.), Subjective well-being and life satisfaction (pp. 253–271). Routledge. https://doi.org/10.4324/9781351231879-12
Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256–269. https://doi.org/10.1016/j.chb.2014.01.015
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.1177/002224296102500611
Li, H., & Kannan, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40–56. https://doi.org/10.1509/jmr.13.0050
Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37–47. https://doi.org/10.1080/00913367.2002.10673665
Li, H., Li, Y., & Porikli, F. (2015). Deep track: Learning discriminative feature representations online for robust visual tracking. IEEE Transactions on Image Processing, 25(4), 1834–1848. https://doi.org/10.1109/TIP.2015.2510583
Lina, L. F., & Setiyanto, A. (2021). Privacy concerns in personalized advertising effectiveness on social media. Sriwijaya International Journal of Dynamic Economics and Business, 5(2), 147–156. https://doi.org/10.29259/sijdeb.v1i2.147-156
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
McQuail, D., & Van Cuilenburg, J. J. (1983). Diversity as a media policy goal: A strategy for evaluative research and a Netherlands case study. Gazette, 31(3), 145–162. https://doi.org/10.1177/001654928303100301
Mubarak, K., & Mufeeth, M. (2020). Impact of visual merchandising of clothing stores on impulse buying behavior. Journal of Marketing, 5(2), 35–43.
Nasir, V. A., Keserel, A. C., Surgit, O. E., & Nalbant, M. (2021). Segmenting consumers based on social media advertising perceptions: How does purchse intention differ across segments? Telematics and Informatics, 64, Article 101687. https://doi.org/10.1016/j.tele.2021.101687
Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515–528. https://doi.org/10.1111/j.1470-6431.2005.00429.x
Nielsen, J. H., & Huber, J. (2009, February). The effect of brand awareness on intrusive advertising. In Society for Consumer Psychology Conference, San Diego, CA.
Niu, B., Li, Q., Mu, Z., Chen, L., & Ji, P. (2021). Platform logistics or self-logistics? Restaurants’ cooperation with online food-delivery platform considering profitability and sustainability. International Journal of Production Economics, 234, Article 108064. https://doi.org/10.1016/j.ijpe.2021.108064
Nguyen, H. H., Nguyen-Viet, B., Nguyen, Y. T. H., & Le, T. H. (2022). Understanding online purchase intention: The mediating role of attitude towards advertising. Cogent Business & Management, 9(1), Article 2095950. https://doi.org/10.1080/23311975.2022.2095950
Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial, and text-size effects. Journal of Marketing, 68(2), 36–50. https://doi.org/10.1509/jmkg.68.2.36.27794
Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in Indonesia. The Winners, 22(2), 173–182. https://doi.org/10.21512/tw.v22i2.7597
Rrustemi, V., & Baca, G. (2021). The impact of social media activities on raising brand awareness during the COVID-19 pandemic: The case of fashion industry in Kosovo. Management: Journal of Contemporary Management Issues, 26(2), 295–310. https://doi.org/10.30924/mjcmi.26.2.17
Rubin, A. M. (2009). Uses-and-gratifications perspective on media effects. In J. Bryant & M. B. Oliver (Eds.), Media effects (pp. 181–200). Routledge. https://doi.org/10.4324/9780203877111-14
Sesar, V., Martinčević, I., & Boguszewicz-Kreft, M. (2022). Relationship between advertising disclosure, influencer credibility and purchase intention. Journal of Risk Financial Management, 15(7), Article 276. https://doi.org/10.3390/jrfm15070276
Stafford, T. F., & Gonier, D. (2004). What Americans like about being online. Communications of the ACM, 47(11), 107–112. https://doi.org/10.1145/1029496.1029502
Sundar, S. S., & Marathe, S. S. (2010). Personalization versus customization: The importance of agency, privacy, and power usage. Human Communication Research, 36(3), 298–322. https://doi.org/10.1111/j.1468-2958.2010.01377.x
Takaya, R., Ramli, A. H., & Lukito, N. (2019). The effect of advertisement value and context awareness value on purchase intention through attitude brands and advertising attitude in smartphone advertising. International Journal of Creative Research and Studies, 3(3), 106–118. https://ijcrs.org/issue_image/IJCRS-3.03.10.pdf
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65–78. https://doi.org/10.1080/10864415.2004.11044301
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056
Wang, C., Zhang, P., Choi, R., & D’Eredita, M. (2002, August). Understanding consumers attitude toward advertising. In Proceedings Americas Conference on Information Systems (AMCIS). Dallas.
Xu, D. J., Liao, S. S., & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision Support Systems, 44(3), 710–724. https://doi.org/10.1016/j.dss.2007.10.002
Yang, K. C., Huang, C. H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes, 46(5), 840–853. https://doi.org/10.1108/K-03-2016-0038
Yin, X., Li, J., Si, H., & Wu, P. (2024). Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps. Journal of Retailing and Consumer Services, 76, Article 103572. https://doi.org/10.1016/j.jretconser.2023.103572
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195–211. https://doi.org/10.1177/0092070300282002
Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising. Psychology & Marketing, 33(3), 155–164. https://doi.org/10.1002/mar.20862