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Article
Publication date: 8 September 2022

Kristen L. Sussman, Laura F. Bright and Gary B. Wilcox

The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing…

Abstract

Purpose

The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native advertising with engagement literature to compare engagement outcomes between feed and banner placements before analyzing engagement outcomes of sponsored social media posts by advertising objective. This work aims to contribute to advertising effectiveness literature arguing for the importance of engagement as a measure of effectiveness.

Design/methodology/approach

Facebook advertising data were collected from a convenience sample of 10 Facebook advertisers that accounted for roughly $414,000 in advertising spend. Panel data, which are also called longitudinal or cross-sectional time-series data, used 26 months of data from the 10 advertisers to measure relationships between native advertising exposure and digital consumer engagement with advertising by advertising objectives of brand awareness, link clicks, conversions, post-engagement and video views.

Findings

Exposure to native advertising was a strong predictor of advertising processing and consumption using the three variables of interest: clicks, comments and shares. Ads reaching consumers while natively consuming content in their feed resulted in statistically significant improvements in impressions and clicks when compared to banner ads. Exposure to native ads was significantly related to all engagement outcomes of interest, except for advertisers who chose post-engagement as their advertising objective.

Practical implications

The results suggest that for advertisers seeking clicks, post-engagement objectives should likely be avoided. For this group, impressions were not related to link clicks but were related to comments and shares. Native advertising placements in the feed, however, are generally more effective than banner ads on Facebook for advertisers seeking engagement.

Research limitations/implications

This research is one of few studies to use longitudinal advertising data to explore engagement effects using real-world data collected from a diverse set of Facebook advertisers over a 26-month period. This study shows that interactive marketers using a social media feed to reach consumers can expect positive outcomes in advertising consumption, affective and cognitive processing and advocacy, but those outcomes may vary by advertising objective.

Originality/value

Given the uniqueness of the data set, the findings contribute to native advertising literature and to the literature on digital consumer engagement with advertising in social media. The study also provides empirical support for the efficacy of native advertising.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 7 July 2022

Wenshin Chen

This study seeks to explore digital natives' mobile usage behaviors and, in turn, develop an analytic framework that helps articulate the underlying components of mobile addiction…

Abstract

Purpose

This study seeks to explore digital natives' mobile usage behaviors and, in turn, develop an analytic framework that helps articulate the underlying components of mobile addiction syndrome (MAS), its severity levels and mobile usage purposes.

Design/methodology/approach

The investigation adopts a survey method and a case study. The results of the former are based on 411 random classroom observations and 205 questionnaire responses, and the insights of the latter are derived from 24 interviews and daily observations.

Findings

The findings validate five distinctive signs that constitute MAS and their significant correlations with each of the Big Five personality traits. Classroom observations confirm the prevalence of addiction tendency among digital natives in the research context. Seven levels of MAS and six different mobile usage purposes further manifest themselves from case analysis. There appears to be a sharp contrast between the addicted and non-addicted groups in their mobile purposes and behavioral patterns. Additionally, family relationships seem influential in shaping non-addictive mobile usage behaviors.

Research limitations/implications

Psychological perspectives on MAS may be important but insufficient. Empirical investigation on a global scale, especially with distinctive cross-cultural comparisons, will be highly encouraged. How MAS evolves over time should also serve as future research interests.

Practical implications

Teaching pedagogy of college education might need certain adjustments to intrigue digital natives' learning interests. Future managers might also need to adopt better performance measurements for digital natives who barely separate work from personal matters in their mobile devices.

Social implications

Parents and healthcare institutions may need to develop response mechanism to tackle this global issue at home and in society. The long-term effects of the COVID-19 pandemic on MAS might also deserve global attention.

Originality/value

The analytic framework developed provides an original mechanism that can be valuable in identifying MAS severity and associated behavioral patterns.

Details

Information Technology & People, vol. 36 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 28 April 2023

Patrícia Ianelli Rocha, Marina Lourenção, Adriano Alves Teixeira, Elton Gean Araújo, Janaina de Moura Engracia Giraldi and Jorge Henrique Caldeira de Oliveira

This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number…

Abstract

Purpose

This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer.

Design/methodology/approach

A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data.

Findings

The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements.

Research limitations/implications

This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them.

Practical implications

The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience.

Originality/value

To the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.

Details

Young Consumers, vol. 24 no. 4
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 16 October 2023

Nazir Ahmed Jogezai and Fozia Ahmed Baloch

The COVID-19 pandemic, in addition to posing challenges, has also created opportunities for greater digital integration than ever. However, the scale and efficacy of digital…

Abstract

Purpose

The COVID-19 pandemic, in addition to posing challenges, has also created opportunities for greater digital integration than ever. However, the scale and efficacy of digital integration are contingent on the digital competence (DC) of teachers. In the same way, how well teachers learn and teach online may depend on how willing they are to try new ways of digitizing learning or being innovative. This study aimed to ascertain if teachers' digital nativeness, digital addiction and innovative work behavior had an impact on their DC.

Design/methodology/approach

The study used a quantitative research method, whereby data were collected from 276 schools, colleges and university teachers. The researchers employed structural equation modeling (SEM) using SmartPLS to analyze the data.

Findings

The results illuminate the literature regarding DC and the predictive capability of teachers' digital nativeness, digital addiction and innovative work behavior, which can contribute to paving the way for digitizing teaching and learning in the post-COVID-19 era.

Research limitations/implications

The study has significant implications for meaningful learner engagement by explaining the importance of teachers' digital competencies and how they could be approached conceptually to better understand the factors associated with teachers' DC. The differences in DC between digital natives and digital emigrants remain one of the limitations that future research may address.

Practical implications

The results have policy level and practical implications for organizations to consider the value of young teachers in the integration of digital resources. It is also critical to encourage teachers' innovative behavior in the digitization of teaching by creating a supportive organizational environment.

Originality/value

The study remains valuable in the post-COVID-19 era, where educational institutes are revisiting the prospect of online learning as a parallel to in-person teaching. The results remain innovative and genuine and have not been explored in previous research, in particular in the post-COVID-19 era. The involvement of teachers from schools, colleges and universities makes the results more general, which all of them can equally benefit from.

Details

International Journal of Educational Management, vol. 37 no. 6/7
Type: Research Article
ISSN: 0951-354X

Keywords

Book part
Publication date: 29 June 2023

Nutthaporn Owatnupat and Kanokwan Kunlasuth

When it comes to special education, teachers are the cornerstone of children's development. A special education teacher (SET) who possesses correct perceptions to teach students…

Abstract

When it comes to special education, teachers are the cornerstone of children's development. A special education teacher (SET) who possesses correct perceptions to teach students with special education needs (SENs) in inclusive education and ability to maintain balance that works best for children with physical and emotional disabilities are expected to thrive. This requires several skills that are entirely different from traditional teaching, often depicted as ‘chalk and talk’ – keeping control and making decisions about what is the right thing to do for students. This trait is just an illustration of many myopic characteristics that will no longer work well for both SENs and regular students. An effective SET in the twenty-first century must be able to adapt and respond rapidly to the changing society and is more likely to be open to learning. These character qualities are typical among millennials and Generation Z or Alpha, who are more prone to be digital native, that will future-proof them in the upcoming era of ubiquitous technology. As such, new generation SETs are significant precursor to create a new special education system that responds well to the challenges encountered by the pervasive future ahead.

Details

Interdisciplinary Perspectives on Special and Inclusive Education in a Volatile, Uncertain, Complex & Ambiguous (Vuca) World
Type: Book
ISBN: 978-1-80382-529-8

Keywords

Article
Publication date: 8 November 2022

Patricia Martins, Winnie Ng Picoto and France Bélanger

This study explores the differences between digital immigrants (DIs) and digital natives (DNs) in the continuance of routine and innovative information system use.

Abstract

Purpose

This study explores the differences between digital immigrants (DIs) and digital natives (DNs) in the continuance of routine and innovative information system use.

Design/methodology/approach

A quantitative survey was conducted with two different samples comprising 100 DIs and 152 DNs in mandatory information system use contexts. Data were analyzed with structural equation modeling to examine the hypothesized relationships in the research model.

Findings

Results revealed differences among digital nativity groups. The effect of confirmation of expectations about system use on satisfaction is stronger for DNs whereas the effect on task–technology fit (TTF) is similar in both digital groups. Interestingly, significant differences between digital nativity groups occur in routine use. For DIs, TTF and habit are significant while for DNs, satisfaction significantly affects routine use. The results show no difference between digital native groups regarding innovative use.

Originality/value

This study extends the concept of digital nativity to routine and innovative system use, contributing to an enhanced understanding about the differences in information systems continuance (ISC) based on digital nativity. It also provides a fine-grained discussion of how to classify digital nativity and its impact in working contexts and extends the IS continuance model by considering two types of IS usage.

Details

Information Technology & People, vol. 36 no. 7
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 26 January 2024

Gloria Hongyee Chan

The significance of digital literacy in online social capital accumulation and surviving the contemporary society is widely recognised. Despite that the current generation is…

Abstract

Purpose

The significance of digital literacy in online social capital accumulation and surviving the contemporary society is widely recognised. Despite that the current generation is regarded as “digital natives”, their levels and nature of digital literacy vary. To generate educational insights, this study investigates the type(s) of digital literacy which are mostly related to the online social capital accumulation, and how one’s socio-economic background affects the connection between digital literacy and online social capital.

Design/methodology/approach

A total of 1,747 participants aged 13–30 were invited to take part in a quantitative study. Spearman's rank correlation analysis, hierarchical regression analysis and mediation analyses were performed to investigate the relationship between participants' demographic background, engagement in the online platforms, digital literacy and online social capital.

Findings

The results showed that the creative dimension of digital literacy was mostly significantly predictive of online social capital accumulation. Also, education significantly affected the relationship between the creative dimension of digital literacy and online social capital more than demographic background.

Originality/value

Results suggest that education helps enhance digital literacy, offsetting the influence of socio-demographic background. The author examines the implications of how to implement training programmes in youth settings to enhance students' digital literacy and benefit those who are marginalised.

Details

Education + Training, vol. 66 no. 1
Type: Research Article
ISSN: 0040-0912

Keywords

Content available
Article
Publication date: 30 October 2023

Christopher Vardeman

As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with…

Abstract

Purpose

As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with some using specialized professionals to create memetic ad content. Despite this, little scholarly research on the phenomenon has appeared. This study aims to provide exploratory evidence for how older members of Generation Z (Gen-Z), a digitally native cohort, perceive and regard brands’ use of internet memes as advertisements.

Design/methodology/approach

A series of six focus groups conducted with older Gen-Z undergraduates at a large Western US university yields consonant and dissonant beliefs and perspectives about this emergent and conceivably powerful advertising and marketing practice.

Findings

Participants express that memetic advertising has potential for nonserious, lighthearted brands with a consistent social media presence but less potential for serious brands or brands that try to appropriate meme culture for financial gain. The importance of humor, cultural narratives and social connections as they relate to internet meme culture is inherent in these discussions.

Originality/value

This study joins a small body of work examining the effectiveness, viability and limitations of memetic advertising as an online advertising venture. Implications and prescriptive advice are offered.

Details

Qualitative Market Research: An International Journal, vol. 27 no. 1
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 3 May 2023

Saira Hanif Soroya, Liqaa Habeb Al-Obaydi and Mohsin Abdur Rehman

In the digital transformation race, the older generation, called digital immigrants (generation X), encounter various obstacles. This study aims to investigate the e-reading…

Abstract

Purpose

In the digital transformation race, the older generation, called digital immigrants (generation X), encounter various obstacles. This study aims to investigate the e-reading adoption and cross-cultural differences among generation X.

Design/methodology/approach

This study collected survey-based data from generation X e-readers in Iraq and Pakistan (Pakistan, N = 235; Iraq, N = 251). Structural equation modeling and multigroup analysis (MGA) were used to arrive at a statistical decision regarding the hypotheses and the study’s primary objectives.

Findings

Three hypotheses (H2, H3 and H8) were supported by both data sets. However, there is positive variance based on MGA for two hypotheses (H1 and H3) where the Pakistani sample’s path coefficients are greater than the Iraqi sample’s path coefficients. In contrast, there is negative variance based on MGA for two hypotheses (H7 and H9) where the Iraqi sample’s path coefficients are greater than the Pakistani sample’s path coefficients. Finally, these distinctions are examined, along with a few potential research topics

Originality/value

Although there is a plethora of literature on digital immigrants and technology adoption in general, and specifically on e-reading uptake. Research on e-reading adoption in a global learning context is still lacking. Therefore, this study examines the e-reading behavior of digital immigrants from two developing countries (Iraq and Pakistan) and identifies significant cross-cultural differences in e-reading adoption.

Details

The Electronic Library , vol. 41 no. 4
Type: Research Article
ISSN: 0264-0473

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Article
Publication date: 8 March 2024

Stephy K. Sunny and K. Ramasamy

The study aimed to assess the digital literacy skills of the students of Sacred Heart College, Chalakudy, to know whether they possess the digital literacy skills to perform well…

Abstract

Purpose

The study aimed to assess the digital literacy skills of the students of Sacred Heart College, Chalakudy, to know whether they possess the digital literacy skills to perform well in the digital environment. The study also analyzed how digital literacy skills were affected by various factors.

Design/methodology/approach

The study used stratified random sampling technique, and data were collected through a self-assessment survey using an online questionnaire designed based on DigComp 2.1: The Digital Competence Framework by the European Commission.

Findings

The results indicated that the college students needed training on digital literacy skills, as the majority students had only moderate to low digital literacy skills. It was proven that exposure to technology and the Internet will not necessarily yield skills to perform well in the digital environment. Also, digital literacy skills were not affected by various factors like age, level of study, etc.

Practical implications

The study helped to identify the digital literacy deficiencies in the students of Sacred Heart College, and it can serve as a valuable model for conducting similar investigations in diverse educational institutions. Conducting such studies offers institutions valuable insights, enabling them to create and implement personalized digital literacy training programs that can enhance students' abilities to navigate the digital landscape with proficiency and effectiveness. The study results can be insightful for educators, policymakers and the Kerala Government to reassess the current approaches and design an effective curriculum for integrating technology in education.

Originality/value

Although there are several studies that evaluated college students’ digital literacy in India and other countries, there are very few studies in the context of Kerala. Therefore, this study is distinctive and will serve as an example for all such studies in the future.

Details

Journal of Applied Research in Higher Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-7003

Keywords

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