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The purpose of this paper is to compare customer's perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of Print media advertising. Data was collected through questionnaire from a sample of 235 and was analyzed using SPSS. The analysis indicated that Ducoffe's Ad Value model does provide a good fit for assessing advertising value in social media and print media. The respondents assessed ad value on the basis of Entertainment and informativeness(higher for social media). In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (Print media) and non-traditional media (SNSs). If practitioners seek to interact via SNSs with young consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals. This investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.
About the author
Research Scholar Ahmad is an instructor at the Virtual University of Pakistan, where he serves as the teacher of the Management Sciences Department. He is an expert in Advertising and promotion, and supply chain management, which are the subjects he teaches and researches at Virtual University of Pakistan.
