Uses And Gratifications Theory Research Articles

Influence of Social Media Marketing on Destination Choice among European Travelers

Purpose: The aim of the study was to analyze the influence of social media marketing on destination choice among European travelers. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Social media marketing has a significant influence on destination choice among European travelers, as it shapes their perceptions and decision-making processes. Studies show that platforms like Instagram, Facebook, and YouTube serve as key sources of inspiration and information, with user-generated content and influencer recommendations often playing a pivotal role in shaping travel preferences. Travelers are particularly drawn to visually appealing content, which showcases destinations' attractions, culture, and experiences in an engaging manner. Unique Contribution to Theory, Practice and Policy: Uses and gratifications theory (UGT), social proof theory & elaboration likelihood Model (ELM) may be used to anchor future studies on the influence of social media marketing on destination choice among European travelers. Travel businesses should invest in creating visually compelling content that showcases their offerings. Destination marketing organizations (DMOs) should adopt policies that prioritize high-quality visual content in their marketing strategies.

Influence of Eco-Friendly Packaging on Customer Loyalty in Japan

Purpose: The aim of the study was to analyze the influence of eco-friendly packaging on customer loyalty in Japan. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the influence of eco-friendly packaging on customer loyalty in Japan reveals that consumers are increasingly valuing sustainability in their purchasing decisions. Studies show that environmentally conscious packaging enhances brand perception, with Japanese consumers viewing companies that use eco-friendly packaging as socially responsible and ethical. This positive brand association significantly boosts customer loyalty, as many consumers are willing to pay more for products packaged sustainably. Additionally, younger consumers in Japan, particularly Millennials and Gen Z, prioritize eco-friendly packaging, linking it to their personal values of environmental responsibility. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), uses and gratifications theory (UGT) & social influence theory may be used to anchor future studies on the influence of eco-friendly packaging on customer loyalty in Japan. Eco-friendly packaging can be an essential differentiator for brands in Japan, where environmental consciousness is culturally significant. Policymakers should consider incentivizing the adoption of eco-friendly packaging through tax breaks or subsidies, which would encourage more brands to switch to sustainable packaging solutions.

Impact of Social Media Marketing on Consumers in Philippines

Purpose: The aim of the study was to analyze the impact of social media marketing on consumers in Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The impact of social media marketing on consumers in the Philippines reveals that platforms like Facebook, Instagram, and Twitter significantly influence purchasing behavior, especially among younger audiences. Studies show that Filipino consumers are highly engaged with brands on social media, where personalized content, influencer marketing, and customer interaction drive brand loyalty and product awareness. Social media also facilitates quicker decision-making, as consumers rely on peer reviews and recommendations before making purchases. However, challenges include issues with data privacy and the oversaturation of promotional content, which can lead to consumer fatigue. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), uses and gratifications theory (UGT) & social influence theory may be used to anchor future studies on the impact of social media marketing on consumers in Philippines. Companies should invest in analytics tools to understand consumer preferences, enabling them to create more personalized and engaging content. Policymakers should develop regulations that ensure transparency in social media advertising and influencer endorsements, particularly in areas like disclosure of paid partnerships.

Digital diaspora

In this paper, we examined the relationship between social networking sites (SNSs) and the coping strategies international students adopt amidst cultural shocks in India, particularly in the vibrant locale of Chandigarh. The study scrutinizes pivotal factors that influence international students' SNS use and creates and validates an instrument that measures this relationship. Grounded in the uses and gratifications theory (UGT), this research introduces an instrument—the Social Capital Assessment Scale and Inventory (SCASI), which was developed via exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The research concludes that SNSs play a pivotal role in the globalization of information, encompassing education, knowledge dissemination, interactivity, and cultural exchange in geographically diverse countries such as India.

Leveraging Social Media for Enrichment in Buddhist Tourism: A Mixed-Methods Study between Pakistan and China

This research work takes a strategic perspective on how social media can be leveraged for use between Pakistan and China, considering cultural and historical ties under the roof of Buddhist tourism. The Uses and Gratification Theory (UGT) is applied in this qualitative study, complemented by the quantitative analysis of engagement through social media, to gain insights into why people visit different websites and how effective social media is in promoting tourism. The paper considered WeChat, Weibo, Instagram, and Facebook as they all have something unique to give to a tourist. The research has found that culturally relevant and visually rich content is much more effective in attracting Chinese tourists to the Buddhist heritage sites of Taxila and Takht- i-Bahi in Pakistan. Different online platforms have different preferences in presenting information and visual engagement, so WeChat is ideal for the dissemination of information and Instagram for visual engagement. Findings highlight the importance of cross-platform strategies and localized content for maximum outreach of tourism. Tables have been provided to compare the engagement metrics across the platforms, indicating which content types work well. This research provides actionable suggestions for tourism boards and marketers to develop targeted social media policies that can support higher tourist visits between countries and strengthen cultural bonds.

The Role of Critical Thinking in Mitigating Social Network Addiction: A Study of TikTok and Instagram Users

This study addresses the growing concern of social network (SN) addiction, with a focus on TikTok and Instagram. Guided by the Uses and Gratifications Theory (UGT), we explored the motivations (escapism and social interaction), attitudes (critical thinking), and states (flow and sense of belonging) that influence SN use. Our objective was to investigate whether critical thinking acts as a protective factor against SN addiction. A sample of 332 university students completed questionnaires assessing motivations, attitudes, states, and SN addiction. Critical thinking was measured using the Critical Thinking Attitude Scale (CTAS), and critical thinking skills were assessed through the Critical Reasoning Assessment (CRA). Statistical analyses revealed significant associations between motivations, critical thinking, states, and SN addiction. Specifically, critical thinking (CTAS scores) demonstrated a negative correlation with SN addiction (r = −0.34, p < 0.01), indicating that higher critical thinking is associated with lower SN addiction. Regression analysis further indicated that escapism (β = 0.45, p < 0.01) and social interaction (β = 0.31, p < 0.05) positively predicted SN addiction, while critical thinking negatively predicted SN addiction (β = −0.28, p < 0.01). Additionally, states of flow and sense of belonging showed significant positive correlations with SN addiction (r = 0.42, p < 0.01 and r = 0.37, p < 0.01, respectively). These findings highlight the potential of critical thinking as a safeguard against SN addiction. This study offers valuable insights into the intricate dynamics of SN use, with implications for promoting healthier digital engagement. Understanding the factors influencing SN addiction and the roles of motivations, dispositions, and states can inform interventions aimed at fostering responsible and mindful online behaviors.

A Novel Group Decision Making Model to Compare Online Shopping Platforms

Over the years, E-commerce industry has been witnessing a phenomenal growth, thanks to rapid technological advancement in Industry 4.0. There has been a standout surge in the use of various online shopping platforms (OSP) for daily use. The recent pandemic has accelerated the growth trajectory and made a transformational change in the digital commerce landscape. As a result, there has been a proliferation of OSPs in the competitive domain. It is therefore pertinent to address the questions: How do the customers select their favorite OSP? To what extent the OSPs differ based on consumers’ preferences? The present work addresses these questions by proposing a novel group decision making framework. The ongoing study provides several innovative extensions of multi criteria decision making models like Borda count, criteria importance assessment (CIMAS), modified preference selection index (MPSI), and root assessment method (RAM). In this paper, the researchers provide a novel use of the Borda count method, integrated with CIMAS for determining criteria weights utilizing ranking of the criteria. Further, a novel extension of MPSI and RAM has been made with multiple normalizations. In this paper, the authors demonstrate a rare combination of vector and non-linear normalization using the Heron mean. The present paper derives the final criteria weights by combining Borda count, CIMAS and multi-normalization based MPSI (MNMPSI) using Bayesian logic. The criteria are selected based on Uses and Gratification theory (UGT). The findings reveal that interactive app interface and features (C16), user-friendly interface and search (C13), convenience in shopping (C14), product availability and variety (C12) and discounts and offers (C8) exert significant influence in selecting the OSP. Further, it is observed that Flipkart (A2) and Amazon (A1) are the top performers in the eyes of the users. The stability and reliability of the proposed methodology are examined by conducting a sensitivity analysis and comparing with several other models. The robustness of the proposed methodology and practical relevance of the findings of the present work shall provide notable impetus to the analysts and strategic decision-makers.

Impact of Smartphone Addiction on Sleep Patterns in University Students in Pakistan

Purpose: The aim of the study was to analyze the impact of smartphone addiction on sleep patterns in university students in Pakistan. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study on the impact of smartphone addiction on sleep patterns in university students in Pakistan reveals that excessive smartphone use significantly disrupts sleep quality and duration. Findings indicate that students with high smartphone addiction levels experience delayed sleep onset, reduced total sleep time, and increased sleep disturbances. The use of smartphones before bedtime, particularly for social media and gaming, correlates with poorer sleep outcomes and higher instances of insomnia. The research highlights that smartphone addiction is linked to increased sleep latency and diminished sleep efficiency. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), cognitive behavioral theory (CBT) & uses and gratifications Theory (UGT) may be used to anchor future studies on the impact of smartphone addiction on sleep patterns in university students in Pakistan. Universities should implement educational programs that raise awareness about the negative impacts of excessive smartphone use on sleep and overall well-being. Universities should establish policies that limit smartphone use in certain contexts, such as during lectures and in dormitories after certain hours.

Impact of Digital Fashion Shows on Consumer Engagement with Fashion Brands in Nigeria

Purpose: The aim of the study was to analyze the impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Digital fashion shows have significantly enhanced consumer engagement with fashion brands in Nigeria by offering a dynamic, accessible online experience. These virtual events have allowed brands to reach a broader audience, increasing their visibility and facilitating direct interaction with consumers. Real-time feedback during these shows has enabled brands to fine-tune their marketing strategies and product offerings to align with consumer preferences. The use of augmented reality technologies has further personalized the shopping experience, leading to increased consumer interest and brand loyalty. Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), uses and gratifications theory (UGT) & engagement theory may be used to anchor future studies on impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Fashion brands should leverage a combination of VR, AR, and live-streaming to create more engaging and immersive experiences. By investing in these technologies and incorporating high-quality digital content, brands can enhance consumer interaction and foster deeper emotional connections. Policymakers and industry bodies can work together to establish standards for digital content, technology integration, and consumer privacy protection, which will enhance the overall consumer experience and build trust in digital fashion shows.

The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies

PurposePurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.Design/methodology/approachData were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.FindingsSocial media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.Practical implicationsThe study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.Originality/valueThe originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

The Benefits of Social Media Among Children Aged 8 to 17 in Tema Metropolitan Area in Ghana

In modern society, children actively engage with social media platforms, and Ghana is not an exception to this trend. People have, however, placed an excessive amount of focus on the negative implications of using social media, which has overshadowed the positive effects that it has on children. This study examines the use of social media by children, including their preferred platforms, as well as the positive and negative consequences associated with their usage. This was a cross-sectional study that employed convenient and snowball sampling procedures for data collection and analysis. The study was conducted on 400 children aged 8 to 17 in Tema. The Uses and Gratifications Theory (UGT) is the study’s underlying theory. The association between demographic characteristics and correlates of social media usage was examined using bivariate analysis, whereas the qualitative data analysis was guided by thematic analysis. The results show that 87.5% of children have ever used social media, with males being more likely than females to have done so (91.7% vs. 83.5%). The main reason social media platforms are used by children (87%) is for entertainment. TikTok has the highest usage percentage, making up 88.7% of all platforms, according to the findings. Some benefits of social media include communication, entertainment, and resources for creativity, research, and academic work. Also, the detrimental consequences of social media usage comprise exposure to sexually explicit material, addiction in children, and diminished academic achievement in children who become too engrossed in its usage. The study demonstrated that social media is widely used among children in Ghana. TikTok is the most popular social media platform among children, and it is their preferred platform. Parents are urged to encourage their children to use social media platforms for beneficial purposes, and media industry stakeholders should develop and implement initiatives to increase the benefits of social media for children. Regulation and supervision are necessary to mitigate the adverse consequences of children’s social media usage.

Facebook Usernames and Their Attendant Identity Construction: Voices from Ghana

Social networking sites (SNSs), such as Facebook, WhatsApp, Twitter (now, X) and Instagram, have now become an important part of communication in our world today. As a socio-technical system, SNSs have given users the opportunity to create, to expand, and to maintain new relations in a wider community; resulting in negotiation of varied identities in that social space. The present study, thus, aims at identifying the nature of Facebook usernames that are adopted by Ghanaian technical university students and to ascertain the kinds of identities enacted by such names. The Uses and Gratification Theory (UGT) was, essentially, adopted for the explanation of the rampant use of social media, and the intentions behind such use. An onomastic corpus of one hundred Facebook usernames was randomly and purposively sampled for the study and analyzed qualitatively. Personal names and nicknames emerged as common Facebook usernames. Concerning the kinds of identities that are projected, the local names were perceived to indicate an identity of patriotism to both ethnic groups and the nation as a whole. Nicknames were also observed to reveal a friendly platform for communication. The present study contributes to literature on naming practices, social networking sites and identity construction.

STRINGS OF INNOVATION: EXPLORING GUZHENG PEDAGOGY THROUGH THE 'INTERNET +' LENS

This study explore the evolving landscape of Guzheng pedagogy in the "Internet +" era, exploring the integration of traditional teaching methods with digital innovations. Applying Uses and Gratifications Theory (UGT) and social constructivist principles, the research examines how online platforms like "ChinaGuzheng.com" and Douyin cater to learner motivations and facilitate knowledge construction within a community-driven environment. Through a mixed-methods approach, the study analyzes user demographics, satisfaction data, and behavioral engagement metrics from both platforms. Findings reveal that digital platforms effectively address the diverse needs of Guzheng learners, offering flexible learning pathways, fostering social interaction, and promoting cultural preservation. However, challenges remain in terms of platform usability and catering to individual learning styles. The study proposes an integrative enhancement that merges the strengths of both platforms, creating a holistic learning experience that embraces the core principles of UGT and social constructivism. This model has the potential to serve as a blueprint for the future of Guzheng pedagogy, ensuring the instrument's cultural legacy thrives in the digital age.

Why Do Young Kyrgyz Individuals Use Instagram? An Investigation of the Impacts of Surveillance/Knowledge About Others, Documentation and Self-expression Factors

This study investigated the motivational factors that impact Instagram use among young Kyrgyz individuals. The theoretical framework was based on the uses and gratifications theory (UGT). In this respect, the study considered a target group actively using the Internet and social media applications. The study sample covers 515 Kyrgyz individuals between 14 and 23. Data from the sample were collected through a questionnaire based on the UGT. The study adopted a quantitative approach; hence, statistical approaches such as factor analysis, multivariate analysis of variance and correlation analysis were employed for the data analysis. According to the study results, three factors are related to Instagram use among young Kyrgyz individuals. These three factors were surveillance/knowledge about others, documentation and self-expression. The study’s results additionally demonstrated that demographic characteristics (age, gender, status of individuals, time spent on Instagram) have a different impact on individuals’ Instagram use. While gender affected only the documentation factor, time spent on Instagram was significant in all three factors: surveillance/knowledge about others, documentation and self-expression.

Adapting to the new normal: Understanding the impact of COVID-19 on technology usage and human behaviour

The COVID-19 pandemic has spurred increased reliance on technology, raising concerns about excessive screen time and its impact on human behaviour. This study provides critical insights into the impact of the COVID-19 pandemic on technology usage, daily activities, and social interactions among Australian adults. By employing the Uses and Gratifications Theory (UGT) as a theoretical framework, this research investigates the motivations and impacts behind these changes. Data were collected using a cross-sectional online survey in the middle of 2020 (n: 515). Bivariate analyses revealed how individuals pursued gratifications during the pandemic, linking these pursuits to socio-demographic factors and resulting behavioural changes. During the pandemic, most participants preferred using digital communication tools, spending significant time on social media, online streaming services, and text messaging while increasing their use of online meeting platforms. Traditional forms of entertainment and communication declined in popularity, whereas digital communication tools and methods were deemed essential, indicative of evolving societal norms. Those aged 18–40, students, employed, males, singles/widows/divorcees, and non-parents shifted online device usage toward work and study, while participants aged 41+ and females preferred socialising and entertainment. Younger participants, students and non-parents preferred spending their creation time using mobile, tablet, and PC for social media and online games, while older, employed, and parent participants opted for TV, videos, and outdoor activities. Relationship status influenced work-related activities, with couples and non-parents more likely to leave home for work. Students perceived online interactions as less productive than face-to-face, unlike employed individuals. These findings highlight the dynamic nature of the digital landscape, highlighting the fundamental roles played by digital communication tools and adaptability during crises. Policymakers and researchers should carefully consider various socio-demographic factors when investigating and formulating strategies for diverse groups, particularly in light of the need to adapt to the new normal influenced by the COVID-19 pandemic.

Emotional analysis of multiplayer online battle arena games addiction.

Multiplayer Online Battle Arena (MOBA) games have garnered widespread popularity as a form of recreational activity. The launch of League of Legends (LoL), a prominent MOBA game, has captivated the enthusiastic pursuit of gamers in the MOBA community. The surge in MOBA game fervor, coupled with the influence of personal emotions, can result in excessive engagement, ultimately leading to addiction. This study aimed to investigate the moderating effects of visceral perception, behavior, and reflection on game players' addiction within the framework of Leisure Theory (LT), Uses and Gratification Theory (UGT), and Emotional Design Theory (EDT). A hypothesized theoretical model was developed and empirically evaluated based on 236 self-reported validated responses from MOBA gamers. SPSS (version 26) was employed for demographic analysis and game duration analysis. The measurement model and structural model analyses were conducted in two stages using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.0 to validate the nine theoretical hypotheses. It has been observed that personal emotions significantly contributes to MOBA game addiction during gamers' leisure time or moments of gratification. Specifically, a noteworthy connection exists between two dimensions, namely gamers' behavior and reflection, demonstrating a positive correlation with gaming addiction. Without taking entertainment as a motivating factor, there is no significant relationship between gamers' leisure-time and visceral perception. This study enhances the theoretical model of gamers' behavioral motives in engaging with MOBA gaming and contributes to the expansion of research on game addiction theory. These findings offer valuable theoretical insights for emotional design in games and the design of mechanisms for preventing game addiction.

The English Translation of Chinoiserie Songs from the UGT Perspective: A Case Study of Qian Qiu Meng

Qian Qiu Meng is a Chinoiserie song composed from the eyes of Empress Wu Zetian, one that belongs to mass media. Using the uses and gratifications theory (UGT) to analyze the English version of this song clarifies the purpose and what needs users want to gratify. This theory can also help to study how the English translation of Chinoiserie songs affects users behaviorally and psychologically. This study is somewhat innovative in that it uses a theory in communications studies to analyze the English translation of the Chinoiserie song Qian Qiu Meng. This helps the author to understand translation methods and techniques of Chinoiserie song translation into English, as well as of the character, deeds and contributions of Empress Wu.

The Role of the Gratifications of Nutrition Instagrammers’ Generated Content in Developing Actual Buying Behavior for Functional Foods in Egypt

The change in people’s perception of the role of nutrition in health improvement has evolved a new concept of food with disease prevention characteristics called Functional Foods (FFs). This study examines the role of entertainment, informativeness, and socializing gratifications of Nutrition Instagramers’ generated content in influencing consumers’ purchasing intention and actual buying behavior of functional foods. It also aims to investigate the effect of these gratifications on the attitude toward Nutrition Instagramers (NIs) and if such attitude would affect the attitude toward FFs and consumers’ buying intention. Also, it aims to investigate the association between buying intention and actual buying behavior of FFs and the gender-moderating role of this relationship. A quantitative research method was applied using a survey strategy, and the data were collected from 456 Egyptians who followed Nineteen NIs and analyzed through Structural Equation Model (SEM) using AMOS 25 software. The findings revealed that entertainment, socializing, and informativeness gratifications positively impact consumers’ purchase intention and attitude toward FFs through the consumers’ attitudes toward NIs, and the more informativeness of NIs’ generated content, the more likely to influence consumers’ purchasing intention directly. Also, our results indicated that attitudes toward NIs and FFs significantly impact consumers’ purchase intention. Furthermore, our results revealed that gender strengthens the association between consumers’ purchase intention and actual buying behavior in favor of males. Finally, this study bridges a gap about factors that impact attitudes toward NIs, FFs, consumer purchase intention, and consumer actual buying behavior of FFs with a unique application of the Uses and Gratifications Theory (UGT) in influencer marketing.

From Typing to Talking: Unveiling AI’s Role in the Evolution of Voice Assistant Integration in Online Shopping

This study develops a theoretical framework integrating the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) to predict and understand the acceptance of voice shopping intentions, particularly through AI-driven voice assistants. This research delves into the dual aspects of AI voice shopping platforms: the functional attributes outlined by the TAM and personal gratifications highlighted by the UGT, such as enjoyment, performance expectancy, and perceived safety. It uncovers a favorable user attitude towards voice shopping, emphasizing the significant role of performance expectancy and perceived utility on behavioral intentions. Key insights include the critical importance of security and privacy for user trust and the acceptance of new AI technologies, and the necessity of a balanced approach that merges functional, emotional, and security aspects for successful AI integration in daily technology use. Contrary to expectations, this study reveals a weak relationship between social norms and perceived usefulness, suggesting a misalignment with societal expectations. This research enriches the understanding of voice shopping using virtual assistants, offering valuable insights into consumer behavior and AI technology acceptance. It highlights practical implications for AI research, the development of voice-based software, and AI-driven advertising strategies, emphasizing the communication of benefits and emotional resonance in voice-enabled AI assistants for consumer purchases.

CONSUMER BEHAVIOUR TOWARDS SPONSORED-LABELLED TARGETED ADVERTISEMENTS ON META PLATFORMS IN THE CONTEXT OF MAURITIUS

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.