ISSN(Print):   2664-0422 - ISSN(Online):   2664-0430 - ISSN-L:   2664-0422

PAKISTAN SOCIAL SCIENCES REVIEW (PSSR)

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RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) adheres to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in PSSR agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International license). Under this license, the authors published in PSSR retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of PSSR are required to cite author(s) and publisher in their work. Therefore, RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) follow an Open Access Policy for copyright and licensing.

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How to Cite

Attitudinal and Direct Association between Personal Value Beliefs and Users’ Banner Ad-Click Response on Social Network Sites

Abstract

Social media has fundamentally transformed the ways of human communication. Specifically, social network sites (SNS) are famous for social interaction and conducting business activities. The current study examines the dimensional structure of personal value beliefs (PVB) about SNS advertising and its attitudinal and direct association with users’ banner ad-click response. Furthermore, the current study examines the association between banner ad-click response and users’ online shopping behavior (OSB). Using self-administered questionnaire data were collected from 200 Facebook and Twitter users in Pakistan. Results reveal informative, entertaining, and social image factors as dimensions of users’ PVB. These dimensions of PVB have a differential attitudinal and direct association with SNS users’ banner ad-click response. In addition, SNS users’ banner ad-click response and their OSB are associated positively

Authors

  • Dr. Imran Anwar Mir
  • Assistant Professor, Department of Business Administration, Federal Urdu University of Arts, Science, and Technology, Islamabad, Pakistan
  • Dr. Kamal Haider
  • Assistant Professor, Department of Education, Federal Urdu University of Arts, Science, and Technology, Karachi, Sindh, Pakistan
  • Prof. Dr. Muhammad Yousuf Sharjeel
  • Professor, Department of Teacher Education, Federal Urdu University of Arts, Science and Technology, Karachi, Sindh, Pakistan

Keywords

Ad-Click Behavior, Entertaining, Informative, Online Buying Behavior, Social Image

DOI Number

10.35484/pssr.2021(5-I)86

DOI Link

http://doi.org/10.35484/pssr.2021(5-I)86

Page Nos

1127-1141

Volume & Issue

v5-1

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Creative Commons License
Pakistan Social Sciences Review (PSSR) by RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on a work at https://pssr.org.pk/

Copyright 2016 PSSR Journal, Developed by M. Yaseen

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