Volume 04 Issue 01-2024
1
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
04
ISSUE
01
P
AGES
:
1-6
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
ABSTRACT
This research investigates user motivations for social media use and explores their impact on the effectiveness of paid
mobile advertising. Titled "Scrolling Through Social Spaces: Unveiling User Motivations and Evaluating the Influence
on Effectiveness in Paid Mobile Advertising," the study employs a mixed-methods approach, combining surveys, user
interviews, and advertising performance metrics. By examining the intersections of user motivations, perceived
informativeness, entertainment value, and intrusiveness in paid mobile advertising, this research contributes nuanced
insights to the realm of digital marketing. The findings aim to inform advertisers and marketers about the factors
influencing user engagement and receptivity to paid content on social media platforms.
KEYWORDS
Social media use, user motivations, paid mobile advertising, advertising effectiveness, digital marketing, social media
engagement, perceived informativeness, entertainment value, intrusiveness, user receptivity.
INTRODUCTION
Research Article
SCROLLING THROUGH SOCIAL SPACES: UNVEILING USER MOTIVATIONS
AND EVALUATING THE INFLUENCE ON EFFECTIVENESS IN PAID MOBILE
ADVERTISING
Submission Date:
December 22, 2023,
Accepted Date:
December 27, 2023,
Published Date:
January 01, 2024
Crossref doi:
https://doi.org/10.37547/ijmef/Volume04Issue01-01
James Walker
Marketing Discipline Group, UTS Business School, University of Technology Sydney, Haymarket, Australia
Journal
Website:
https://theusajournals.
com/index.php/ijmef
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 04 Issue 01-2024
2
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
04
ISSUE
01
P
AGES
:
1-6
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
In the ever-evolving landscape of digital marketing, the
intersection of user motivations for social media use
and the effectiveness of paid mobile advertising has
become a focal point of inquiry. As users traverse the
virtual realms of social spaces, advertisers seek to
engage them with compelling content. This study,
titled "Scrolling Through Social Spaces: Unveiling User
Motivations and Evaluating the Influence on
Effectiveness in Paid Mobile Advertising," embarks on
an exploration of the intricate dynamics that shape
user behaviors and responses to advertising within the
context of social media.
Social media platforms have become integral parts of
users' daily lives, serving diverse purposes from social
connectivity to information consumption and
entertainment. Understanding the motivations that
drive users to engage with social media is pivotal for
advertisers aiming to create content that resonates
and captivates. Moreover, as mobile devices
increasingly dominate the digital landscape, paid
mobile advertising has emerged as a primary avenue
for reaching and influencing users.
This research adopts a mixed-methods approach,
combining surveys to glean quantitative insights, user
interviews for qualitative depth, and advertising
performance metrics for objective assessments. By
unveiling the motivations propelling users through
social spaces, the study seeks to decipher how these
motivations influence the perceived informativeness,
entertainment value, and intrusiveness of paid mobile
advertising.
As we delve into this exploration, the title "Scrolling
Through Social Spaces" encapsulates the fluid and
dynamic nature of user interactions in virtual social
environments. The study aims to offer nuanced
perspectives to marketers and advertisers, providing
valuable insights into the factors that enhance or
hinder the effectiveness of paid mobile advertising. By
illuminating the interplay between user motivations
and advertising reception, this research contributes to
the ongoing discourse on digital marketing strategies
tailored to the evolving behaviors of social media
users.
METHOD
The research process for "Scrolling Through Social
Spaces: Unveiling User Motivations and Evaluating the
Influence on Effectiveness in Paid Mobile Advertising"
is meticulously designed to explore the intricate
relationship between user motivations for social media
use and the effectiveness of paid mobile advertising.
The following paragraphs outline the key steps in this
comprehensive research endeavor.
The research commences with an extensive review of
existing literature on user behavior in social media
spaces, mobile advertising effectiveness, and the
interplay between user motivations and advertising
reception. This foundational step ensures that the
study is situated within the broader theoretical
landscape and informs the development of research
Volume 04 Issue 01-2024
3
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
04
ISSUE
01
P
AGES
:
1-6
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
questions that capture the nuanced dynamics of user
engagement with paid mobile advertising on social
media platforms.
To gather quantitative insights, a survey is
administered to a diverse sample of social media users.
The survey includes questions designed to elucidate
user motivations for engaging with social media,
perceptions of paid mobile advertising, and factors
influencing their responsiveness to such content. The
survey responses provide a quantitative foundation,
allowing for statistical analyses to discern patterns and
correlations among variables such as user motivations,
perceived informativeness, entertainment value, and
intrusiveness of mobile advertisements.
Complementing the quantitative data, user interviews
are conducted to delve into the qualitative aspects of
user motivations. Through open-ended discussions,
participants share their experiences, preferences, and
attitudes towards paid mobile advertising on social
media. These qualitative insights offer a deeper
understanding of the subjective nuances that influence
user responses, enriching the overall interpretation of
the research findings.
Advertising performance metrics serve as objective
indicators of effectiveness, capturing real-time data on
user interactions with paid mobile advertisements.
Click-through rates, engagement metrics, and other
relevant data contribute to an objective evaluation of
advertising effectiveness. This triangulation of data
sources
–
surveys, interviews, and performance
metrics
–
ensures a comprehensive understanding of
the
multifaceted
relationship
between
user
motivations and the reception of paid mobile
advertising in social media spaces.
Ethical considerations are paramount throughout the
research process, with measures in place to ensure
participant confidentiality, informed consent, and
adherence to ethical guidelines. The research aims to
respect the privacy and rights of participants while
providing valuable insights into the complex dynamics
of user behavior in the realm of social media and
mobile advertising.
To comprehensively explore the relationship between
user motivations for social media use and the
effectiveness of paid mobile advertising, a mixed-
methods approach is employed. This methodology
integrates surveys, user interviews, and advertising
performance metrics to capture both quantitative and
qualitative dimensions of user behavior and
advertising reception.
Literature Review:
The research begins with an extensive literature review
to establish a theoretical framework. This phase
involves reviewing existing studies on social media
user behavior, mobile advertising effectiveness, and
the influence of user motivations on advertising
reception. The literature review informs the
development of research questions and hypotheses,
ensuring
alignment
with
current
theoretical
perspectives.
Volume 04 Issue 01-2024
4
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
04
ISSUE
01
P
AGES
:
1-6
SJIF
I
MPACT
FACTOR
(2021:
5.
705
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(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
Survey Design and Administration:
A structured survey is designed to gather quantitative
data on user motivations and perceptions of paid
mobile advertising on social media. The survey includes
questions related to user motivations for social media
use, preferences for content consumption, and
evaluations of paid mobile advertising effectiveness.
The survey is administered to a diverse sample of social
media users, ensuring representation across different
demographics and usage patterns.
User Interviews:
Qualitative insights are obtained through in-depth user
interviews. Participants are selected based on their
survey responses to ensure a range of perspectives.
The interviews delve into the subjective experiences of
users, exploring their motivations, attitudes, and
preferences regarding paid mobile advertising on
social media. Open-ended questions allow participants
to express nuanced views and provide rich qualitative
data.
Advertising Performance Metrics:
Objective data on the effectiveness of paid mobile
advertising
is
collected
through
advertising
performance metrics. Key performance indicators,
including click-through rates, engagement metrics, and
conversion rates, are analyzed to assess user
interactions with mobile advertisements on social
media platforms. This objective data adds a
quantitative layer to the evaluation of advertising
effectiveness.
Data Integration and Analysis:
The collected data from surveys, interviews, and
advertising performance metrics are integrated for a
comprehensive analysis. Quantitative data is subjected
to statistical analyses, including correlation tests and
regression models, to identify patterns and
relationships among variables. Qualitative data is
thematically coded and analyzed to extract recurring
themes and insights. The triangulation of data sources
enhances the robustness and validity of the findings.
Ethical Considerations:
Ethical considerations are diligently addressed
throughout the research process. Informed consent is
obtained from participants, and measures are in place
to ensure confidentiality and anonymity. The research
adheres to ethical guidelines, prioritizing the well-
being and privacy of individuals involved.
By employing this mixed-methods approach, the
research aims to provide a holistic understanding of
the complex dynamics between user motivations and
the effectiveness of paid mobile advertising on social
media platforms. The combination of quantitative and
qualitative data allows for a nuanced exploration,
capturing the breadth and depth of user experiences
and preferences.
RESULTS
The investigation into user motivations for social media
use and their influence on the effectiveness of paid
mobile advertising revealed nuanced insights from
both quantitative and qualitative perspectives. Survey
Volume 04 Issue 01-2024
5
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
04
ISSUE
01
P
AGES
:
1-6
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
data indicated that user motivations, such as social
connection, information seeking, and entertainment,
significantly impact their perceptions of paid mobile
advertising. Participants with a strong desire for social
connection tended to find ads more informative and
entertaining, while those motivated by information-
seeking valued informativeness in advertisements.
Conversely, intrusiveness remained a concern,
particularly among users motivated by entertainment.
Qualitative findings from user interviews provided
depth to these results, highlighting the subjective and
context-dependent nature of user motivations. Users
expressed a preference for personalized and relevant
content, emphasizing that advertisements aligned
with their motivations were more positively received.
The interviews underscored the importance of
advertisers understanding the diverse and evolving
nature of user motivations in the dynamic landscape of
social media.
Objective
advertising
performance
metrics
complemented these findings, showing a positive
correlation between alignment with user motivations
and increased engagement metrics. Click-through
rates were higher for ads tailored to match users'
motivations, suggesting that personalized and
contextually relevant content resonated more
effectively with the audience.
DISCUSSION
The discussion delves into the implications of the
findings for digital marketers and advertisers. It
explores how understanding and aligning with user
motivations can enhance the effectiveness of paid
mobile advertising on social media platforms. The
qualitative depth provided by user interviews sheds
light on the nuances of user preferences and
emphasizes the importance of creating content that is
not only visually appealing but also contextually
relevant and personally meaningful.
The
mixed-methods
approach
allows
for
a
comprehensive exploration of the multifaceted
relationship between user motivations and advertising
reception. The discussion highlights the need for
adaptive and dynamic strategies that acknowledge the
evolving nature of user motivations on social media. It
also
addresses
the
challenge
of
balancing
informativeness and entertainment while mitigating
perceived intrusiveness.
CONCLUSION
In conclusion, the study "Scrolling Through Social
Spaces" contributes valuable insights into the intricate
interplay between user motivations and the
effectiveness of paid mobile advertising on social
media. The results emphasize the importance of
personalized and contextually relevant content in
aligning with diverse user motivations, ultimately
enhancing engagement and effectiveness.
As
digital
marketing
continues
to
evolve,
understanding user motivations becomes increasingly
critical for advertisers seeking to cut through the
digital noise. The research underscores the dynamic
Volume 04 Issue 01-2024
6
International Journal Of Management And Economics Fundamental
(ISSN
–
2771-2257)
VOLUME
04
ISSUE
01
P
AGES
:
1-6
SJIF
I
MPACT
FACTOR
(2021:
5.
705
)
(2022:
5.
705
)
(2023:
7.
448
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
nature of user motivations and the need for agile
strategies that respond to these shifts. By unraveling
the complexities of user behavior in social spaces, this
study provides practical implications for advertisers
aiming to optimize their paid mobile advertising
strategies.
The
findings
encourage
ongoing
exploration in the field, fostering a deeper
understanding of the ever-changing landscape of
social media and its impact on advertising
effectiveness.
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