Men are from Mars: advertising value perception among males.

Khan, MA ORCID: https://orcid.org/0000-0002-3703-3987 and Waqas, M, 2024. Men are from Mars: advertising value perception among males. In: Strong, C, Bosangit, C, Koenig-Lewis, N, Lee, Z, Moldes Andres, O and Rosier, E, eds., Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: fusing resilience and power for public value – igniting marketing’s social spirit. Cardiff: Academy of Marketing. ISBN 9781399990608

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Abstract

This study examines the effects of entertainment, irritation, and informativeness on the perceived value and attitudes towards social media advertising (SMA) and television advertising. Using data from 385 male respondents and structural equation modelling, Informativeness and entertainment significantly enhance advertising value and attitudes in both mediums, while irritation has an insignificant effect. The study highlights the growing impact of SMA in shaping advertising strategies and consumer perceptions, particularly in contrast to traditional television advertising.

Item Type:	Chapter in book
Description:	Paper presented at the Academy of Marketing (AM2024) Conference, Cardiff Business School, Cardiff, 1-4 July 2024.
Creators:	Khan, M.A. and Waqas, M.
Publisher:	Academy of Marketing
Place of Publication:	Cardiff
Date:	31 July 2024
ISBN:	9781399990608
Identifiers:	Number Type 2541167 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Jeremy Silvester
Date Added:	10 Dec 2025 10:08
Last Modified:	10 Dec 2025 10:08
URI:	https://irep.ntu.ac.uk/id/eprint/54849

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