IMPACT OF MEDIA ENGAGEMENT ON THE PERCIEVED VALUE AND ACCEPTANCE OF ADVERTISING WITHIN MOBILE SOCIAL NETWORK

Abstract

Purpose define that factors which has impact on advertising The purpose of this study is to effectiveness in the presence of msn engagement. The determinants of behavioral impact on advertising value and advertising relationship that directly and indirectly have acceptance in the presence of msn engagement. The other affected variable msn engagement in this research include engagement motivations such as utilitarian, hedonic and social motivation .contextual perceived value, convenience of smartphones, and msn compatibility an i by digital marketers, thus increasing their preference towards acceptance of stimulated mobile advertisements. Methodology & Design The effective research methods that has been used for this study report includes the online questionnaire which were filled by respondents to gather the actual data from 300+ questionnaires. The hypothesis testing was performed on the following assumptions. HI a: Utilitarian Motivation has an impact on Advertising Value mediated by MSN Engagement H2a: Hedonic Motivation has an impact on Advertising Value mediated by MSN Engagement H3a: Social Motivation has an impact on Advertising Value mediated by MSN Engagement H4a: Mobile Convenience has an impact on Advertising Value mediated by MSN Engagement H5a: Contextual Perceived Value has an impact on Advertising Value mediated by MSN Engagement H6a: MSN Compatibility has an impact on Advertising Value mediated by MSN Engagement Hlb: Utilitarian Motivation has an impact on Advertising Acceptance mediated by MSN Engagement H2b: Hedonic Motivation has an impact on Advertising Acceptance mediated by MSN Engagement H3b: Social Motivation has an impact on Advertising Acceptance mediated by MSN Engagement • H4b: Mobile Convenience has an impact on Advertising Acceptance mediated by MSN Engagement o H5b: Contextual Perceived Value has an impact on Advertising Acceptance mediated by MSN Engagement O H6b: MSN Compatibility has an impact on Advertising Acceptance mediated by MbN Engagement o H7: Advertising Value has an impact on Advertising Acceptance Findings findings show that utilitarian motivation, hedonic motivation, advertising value has the other hand social motivation, mobile convenience, msn compatibility engagement. We also discuss the an The impact while on and contextual perceived value has no impact theoretical as well as practical implications ofthe findings. on msn Limitations Some limitations were experienced while conducting this research which exist in the bioadei like demographic variables and preference for using msn app. sense Recommendations To maximize advertising effectiveness via msn apps, advertisers and marketers must attempt to identify consumers based on their demographics as well as their motivational nature, so that messages can be delivered suiting their motives and behavioral traits. Moreover, advertisers are recommended to create unique advertisement which must give value to the user so that they accepts the ads via msn apps and create a positive image ofthe a brand. For this they need to consider the behavior oftheir targeted consumers.